Twitter to bring in $1 billion less from ads than previously predicted

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Twitter’s global ad revenues will reach $4.67 billion this year, up 4.9% from 2021. This projection is a downgrade of nearly $1 billion from our March forecast, as social media ad revenues have taken a hit across the board.

Beyond the chart: Before closing the Twitter deal last week, Elon Musk put out a message to advertisers, committing to make the app “the most respected ad platform in the world.”

But 12 hours after he finalized the deal, use of the N-word on Twitter increased by about 500%, according to the Network Contagion Research Institute. That apparent loosening of content moderation rules, along with Musk’s focus on subscription revenues, puts the ad business on shaky ground.

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