We downgraded this year’s projected ad revenues for Twitter from $4.74 billion to $2.98 billion after Elon Musk took over the platform. Musk slashed three-quarters of Twitter’s staff, made only $11 million in revenues from Twitter Blue in its first three months, and allowed a slew of brand safety issues to fester on the platform.
While Twitter still allows brands to exercise their voices and communicate directly with consumers via owned accounts, paid ads on the platform may be risky right now.
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