Twitter’s Largest Ad Buyer No Longer Considers the Platform High Risk

Twitter’s largest ad buyer no longer considers the platform high risk according to various reports. Appointing seasoned and tested advertising executive Linda Yaccarino as Chief of the social media platform has seemed to soothe and called the concerns of GroupM’s.

Twitter’s Largest Ad Buyer

Twitter’s Largest Ad Buyer

The biggest ad agency in the world no longer considers Twitter as a “high-risk” platform now that Linda Yaccarino, the former head of advertising at NBCUniversal is lined up to replace Elon Musk as the CEO of Twitter. As per sources speaking to the Financial Times, WPP-owned GroupM took down its “high risk” classification on Monday and has now informed its clients that the company is “cautiously optimistic” about the appointment of Yaccarino.

GroupM prior to this development designated Twitter as “high risk” last November and then further went on to warn its clients against buying ads on the platform following the $44 billion takeover of Elon Musk. The ad agency at the time cited concerns such as the numerous “verified” users on the platform impersonating high-profile Twitter accounts, as well as the exodus of Twitter executives leaving or being fired from the social media firm. Other advertising agencies such as IPG and Omnicom Media Group similarly recommended that their clients pause spending on ads on Twitter during this time.

GroupM Waiting for the Perfect Time to Get Things Back To The Way They Were

And according to the Financial Times, GroupM has been waiting for the senior leadership team of Twitter to be repopulated and also for the level of harmful content on the social media platform which reportedly increased under the leadership of Musk  to “return to normalcy.” GroupM at the moment is reportedly working with Twitter to improve “brand safety” in a bid to prevent ads from appearing alongside problematic content.

GroupM has denied the Financial Times’ request for comment on the matter. We have also similarly reached out to confirm details within the report and will update this story should we hear back immediately.

Who Are the Biggest Ad Buyers on Twitter?

Elon Musk just recently revealed that a couple of large advertisers have continued to use the services of the platform as well as spend on it, and he specifically called out and also thanked Apple and Disney as remaining the two of the biggest marketers on the social media platform while speaking recently at the 2023 Morgan Stanley Technology, Media and Telecom conference.

Who Spends the Most on Twitter Advertising?

In a Q1 2020 study of the Twitter advertising universe prior to this in the United States, it was revealed that Nestle was the biggest advertiser on the platform but in the measured period thus having accumulated approximately 2.57 billion impressions and with ad spend of a whopping 13 million US dollars.

Which Companies Pulled Ads from Twitter

It is now news that with the takeover of Elon Musk, many corporations, and businesses left the platform. Companies as wide-ranging as Merck, Unilever, and even Coca-Cola all pulled their advertising from the social media platform since the tech billionaire took over the platform back in October 2022.



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