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Musk would need to admit (at least to himself) that there are people who could run Twitter better than he can, before he would cede control of Twitter over to someone else.
Why advertisers aren’t coming back to Twitter
Elon Musk is still the problem.
Twitter’s new advertising model will be similar to Google’s in that it will target ads to people based on what they’re interested in, Musk said.
Many people with knowledge of the online ads industry — including former Twitter advertising and product employees Vox spoke with — agree with Musk that Twitter’s advertising products have room for improvement. But some questioned whether Musk’s approach made sense, since Twitter, unlike Google and Facebook, has less data it can use to target ads.
Facebook knows people’s backgrounds, friends, and interests because people largely use their real name to sign up and are friends with their real-world connections. Google knows its users’ interests based on what they’re actively typing in their search bar. Twitter, by contrast, doesn’t have all of that information for most of its users, since you don’t need to share your real name to make an account and most people passively scroll Twitter rather than search for specific content.
“Search advertising and advertising on Twitter are just different models altogether. It’s not even an apples-to-oranges comparison, it’s just completely different,” said Jason Goldman, the former VP of product at Twitter from 2007 to 2010. Goldman said Musk’s comments about making Twitter’s ads more like Google’s “reveal a pretty profound ignorance of how the online advertising industry has evolved in the last 20 years.”
Why advertisers aren’t coming back to Twitter
Elon Musk is still the problem.
Twitter’s new advertising model will be similar to Google’s in that it will target ads to people based on what they’re interested in, Musk said.
Many people with knowledge of the online ads industry — including former Twitter advertising and product employees Vox spoke with — agree with Musk that Twitter’s advertising products have room for improvement. But some questioned whether Musk’s approach made sense, since Twitter, unlike Google and Facebook, has less data it can use to target ads.
Facebook knows people’s backgrounds, friends, and interests because people largely use their real name to sign up and are friends with their real-world connections. Google knows its users’ interests based on what they’re actively typing in their search bar. Twitter, by contrast, doesn’t have all of that information for most of its users, since you don’t need to share your real name to make an account and most people passively scroll Twitter rather than search for specific content.
“Search advertising and advertising on Twitter are just different models altogether. It’s not even an apples-to-oranges comparison, it’s just completely different,” said Jason Goldman, the former VP of product at Twitter from 2007 to 2010. Goldman said Musk’s comments about making Twitter’s ads more like Google’s “reveal a pretty profound ignorance of how the online advertising industry has evolved in the last 20 years.”