Amazon and Apple resume Twitter advertising

Amazon.com Inc. and Apple Inc. are planning to restart advertising on Twitter, according to media reports.

The developments follow a Thursday email sent by Twitter to advertising agencies offering advertisers incentives to increase their spending on the platform, an effort to kick-start its business after Elon Musk’s takeover prompted many firms to pull back.

Twitter billed the offer as the biggest advertiser incentive ever on Twitter. US advertisers who book $500,000 in incremental spending will qualify to have their spending matched with a 100% value added, equal to a $1 million cap.

A Platformer News reporter, on Saturday, tweeted that Amazon was planning to restart advertising on Twitter at about $100 million a year, pending some security tweaks to the firm’s ads platform.

During a Twitter Space conversation, Musk announced that Apple is the largest advertiser on Twitter and had completely resumed advertising on the platform.

Musk’s first month as Twitter’s supremo has included a slashing of staff including employees who work on content moderation and incidents of spammers impersonating major public firms, which has shocked the advertising industry.

Many firms from luxury carmaker Audi of America to General Mills stopped or paused advertising on Twitter since the acquisition. In November 2019, Musk said that the company has seen a “massive” drop in revenue.