a) Widespread reports from the advertising industry that the Twitter ad engine is falling apart. ROAS and engagement have significantly dropped whilst inauthentic bot requests have significantly increased. And some are seeing data inconsistencies in the dashboard and so they are unable to effectively audit campaigns. So for many it is simply not worth the effort compared to investing in other channels.
b) Larger ad buyers depend on account managers being there to assist with getting the most out of the platform and helping to understand changes. They are all gone.
c) It is a proven fact that brand association matters. If your ad is next to CSAM people will remember that and de-value your brand. Given Musk has fired the entire Brand Safety team, hollowed out the Content Moderation team, empowered ultra-right-wing people like Andy Ngo to make moderation decisions and is now sole arbiter for all decisions companies are simply believing it is too risky to stay. And advertising groups like Omnicom, WPP, Publicis etc agree ranking the platform as "high-risk".
d) Apple wanted to send a message to Musk that this direction Twitter is going on is not going to end well. There is a risk, albeit small, that they can be held legally responsible for the behaviour of the applications on their store. Allowing apps that take no responsibility for content moderation is untenable for them.
b) Larger ad buyers depend on account managers being there to assist with getting the most out of the platform and helping to understand changes. They are all gone.
c) It is a proven fact that brand association matters. If your ad is next to CSAM people will remember that and de-value your brand. Given Musk has fired the entire Brand Safety team, hollowed out the Content Moderation team, empowered ultra-right-wing people like Andy Ngo to make moderation decisions and is now sole arbiter for all decisions companies are simply believing it is too risky to stay. And advertising groups like Omnicom, WPP, Publicis etc agree ranking the platform as "high-risk".
d) Apple wanted to send a message to Musk that this direction Twitter is going on is not going to end well. There is a risk, albeit small, that they can be held legally responsible for the behaviour of the applications on their store. Allowing apps that take no responsibility for content moderation is untenable for them.