Buying ads on Twitter is ‘high-risk’ according to the world’s biggest ad agency
Twitter may be in big trouble when it comes to generating advertising revenue: GroupM, part of WPP, the world’s biggest ad company — and Twitter’s biggest spender — is reportedly telling its clients that buying ads on the platform is “high-risk,” according to Platformer and Digiday. That makes it the third advertising juggernaut telling massive corporations that they might want to take their money elsewhere, after IPG and Omnicom Media Group both recommended stopping advertisements on the platform.
GroupM works with companies like Google, L’Oréal, Bayer, Nestle, Unilever, Coke, and Mars. If you’ve ever seen that graphic about how a few brands make pretty much everything you buy at the grocery store, you’ll notice a lot of Venn diagrams overlap with GroupM’s list of clients.
GroupM is reportedly concerned about several specific things following Elon Musk’s takeover of Twitter; in a document, it cites the large numbers of Twitter executives leaving or being fired (especially those in charge of safety, security, and compliance), the wave of high-profile impersonations by “verified” users, and also raises concerns about Twitter’s abilities to follow the Federal Trade Commission’s orders. If Twitter wants to lose its high-risk label, there’s several things GroupM reportedly wants to see, according to a document viewed by Digiday and a Slack message from Twitter’s agency partnerships lead seen by Platformer. The list includes:
GroupM didn’t immediately respond to The Verges‘s request for comment. Twitter no longer has a communications department to reach out to such requests. The