Looks like the conflict is dying down. According to media outlets, both Apple and Amazon are set to resume advertising on Twitter.
With Elon Musk’s acquisition of Twitter, many stable characteristics of the platform were brought into question – from confusion around verified accounts and the drastic rate of employees being let go and resigning themselves, to the financial stability of Twitter in and of itself.
Many companies pulled back on advertising on Twitter, looking into alternative platforms and publicly speaking out about the way the acquisition was being handled. Amazon and Apple were among them, making the biggest splash in the digital sector, as it seemed that three of the largest companies in the world were now going head-to-head.
However, it seems this was a temporary hiatus. In an email sent to advertising agencies last Thursday, Twitter offered appealing incentives in an effort to repair the damage, citing the advertising offers as the “biggest advertiser incentive ever on Twitter.” US advertisers who book $500,000 in incremental spending qualify to have their spending matched with up to a $1 million cap, or “100% value add”, according to the email.
Zoe Schiffer, a reporter for Platformer who has been closely following the Twitter case, first reported that Amazon was back and planning on increasing its annual ad spending. Not only that, but Amazon had never officially halted advertising on Twitter in the first place.
More information on this per a source familiar: Amazon continued advertising on Twitter throughout the recent turmoil, although some campaigns were paused. The company is looking to increase it's ad spend to $100m a year, as stated in my prior tweet.— Zoë Schiffer (@ZoeSchiffer) December 4, 2022
On a separate note, during a two-hour conversation on Twitter Spaces, Musk discussed the question of Apple and Twitter’s recently tumultuous relationship. He cited Apple as the largest advertiser on the platform and confirmed that they have fully resumed advertising.
Elon Musk and Apple CEO Tim Cook seem to have buried the hatchet, as can be concluded from Musk’s recent tweets and the fact that the two companies have continued working together.
While Amazon is yet to comment publicly on these statements, it seems that the three companies are continuing with business as usual. Perhaps even more successfully than before.