Almost six months after Elon Musk took the reins at Twitter, the lights are still on, but they are dim. Musk has valued the company at less than half of what he paid for it. And for most brands and advertisers, the cons of having a paid presence on Twitter still outweigh the benefits.
Key Question: Should advertisers spend on Twitter, and will the platform survive?
KEY STAT: We have slashed our global Twitter ad revenue forecast for 2023 by about 37% from our previous forecast, completed just prior to Musk’s takeover.
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