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Brands and agencies are currently mulling whether advertising on Twitter is still worth the potential brand safety risks that come from the new ownership of Elon Musk, a self-described “free speech absolutist.”
Something that makes that calculus easier? For most advertisers, Twitter wasn’t a “must buy” platform to begin with, as it lacks the performance capabilities and ad tech of its competitors, six media buyer sources told Adweek.
Still, with a new owner who is already shown to shake proceedings up, new opportunities are certain.
“Candidly, Twitter as a platform simply exists,” said Kevin Renwick, media director at Plus Company-owned agency Mekanism.