Twitter-owner Elon Musk has said advertisers are returning to the social media platform, but statements from several companies and data from research firms suggest a bounce-back is not happening so fast.
Mondelez, Unilever and Coke did not respond to requests for comment. Mondelez CEO Dirk Van de Put told Reuters last fall the Oreo maker had pulled its ads from Twitter because of the risk they would appear next to the"wrong messages," including hate speech. An emailed request for comment to Twitter, which no longer has a communications team, returned an automated reply with a poop emoji. Musk is set to speak at a major advertising conference in Miami on Tuesday, where he will address marketers seeking answers about his plans for Twitter.
At a conference last month, Musk acknowledged a massive decline in advertising revenue and said he was forced to cut costs quickly. Automakers Volkswagen AG and Stellantis also said they had not resumed ads on Twitter. Mars, maker of M&M's and Snickers, said it is not advertising on the platform. Twitter's ad business is"eroding" and its subscription product Twitter Blue is seeing only moderate success, Similarweb said in a blog post.