ALT I told my team to pause our $750K/month last week Twitter ads budget I've seen a lot of technical and ideological takes on Elon Twitter but wanted to share the marketing perspective. For background I'm a director at a medium sized b2b tech company (not in finserv anymore) running a team that deploys about $80M in ad spend/year. Twitter was 8-10% of our media mix and we have run cost per engagement (ie download a white paper, register for an event) campaigns successfully since 2016. I had my team keep our campaigns live for 2 weeks post-takeover on the bet that efficiency would improve with fewer advertisers and the risks were managed and probably overblown. I was wrong and I think the things we saw in these last 2 weeks means many more advertisers will bail on the platform in the coming weeks (for non-ideological or virtue signaling reasons):

ALT - Performance fell significantly. CPMs didn't drop but our engagement went way down. Maybe it's a shift in users on the platform, maybe it's ad serving related. - Serious brand safety issues. Our organic social and CS teams got dozens of screenshots of our ads next to awful content. Replies to our posts with hardcore antisemitism and adult spam remained up for days even when flagged. - Our entire account team turned over multiple times in 2 weeks. We had multiple people (AE, AM, analyst, creative specialist) supporting our account and they all vanished without so much as an email. We finally got an email with a name for an AM last week but they quit and we don't have a new one yet. - Ads Ul is very buggy and login with SSO and 2FA broken. One of my campaign managers logged in last week and found all our paused creatives from the past 6 years had been reactivated. Campaign changes don't save. These things cost us real money.