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Ad Spending on Twitter Falls by Over 70%

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As per some data from an advertising research company, advertising spending on Twitter Corporation declined by 71 percent in December, since top marketers cut their investment in the social media network following Elon Musk’s buyout.

The latest Standard Media Index (SMI) figures come as Twitter attempts to overturn the advertiser exodus. It has launched several measures to woo back advertisers, including providing a few free advertising, removing a restriction on political ads, and giving businesses more control over the placement of their ads.

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According to SMI data, advertising spending on Twitter dropped 55 percent from the previous year in November, irrespective of the fact that these months are traditionally times of relatively high advertising expenditure since brands advertise their goods during the holiday rush.

Twitter did not respond right away to a request for a reply from Reuters.

According to a research firm, Pathmatics estimates, most of the businesses stopped investing in November, the very same month Musk recovered eliminated accounts as well as launched a paid account identification that ultimately led to fraudsters imitating companies.

Also Read: DOJ poised to sue Google over digital ad market dominance

According to Pathmatics, soft drink brand Coca-Cola stopped investing in Twitter ads in the October middle of 2022 after investing an estimated 1.1 million USD previously in the month, whilst also tv network HBO’s investment dropped from 1.1 million USD in November to 38,000 USD in December.

Other consumer brands, including Nestle as well as Heinz ketchup producer Kraft Heinz, have also suspended all advertising.

According to Pathmatics estimates, 14 of the best 30 advertising companies on Twitter ceased all marketing on the company after Musk took over on Oct. 27.

Musk discussed the problem of businesses pausing advertisements in an event in November on Twitter Spaces, saying that he knows if advertising companies “want to give it a minute.”

At the same time, Musk accused activist communities of forcing advertisers to pull advertisements from the social media platform. Advertising revenue generates roughly 90 percent of Twitter’s earnings.

Twitter’s fourth-quarter sales dropped 35 percent year by year due to a drop in marketing, according to the Info, referencing detailed knowledge by a leading Twitter ad executive at a team meeting last week.

The Trade Desk

The Trade Desk – A Jeff Green Founded Successful Start-Up in the Digital Marketing Space.

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Advertising in the digital era fuels the branding of each and every business. Jeff Green and Dave Pickles decided to found The Trade Desk when they detected a gap between marketers and the right information they needed to build an ad. If one doesn’t have plenty of accurate data to forecast and analyze the behavior of the target audience, it is not possible to create an ad that will resonate with their needs or pain points. Both Jeff and Dave realized that this unavailability of data is giving a hard time to the marketers as well as content creators to monetize their platforms. And, The Trade Desk was founded in 2009 as a solution to this problem, helping digital ad buyers around the world.

About The Trade Desk

The Trade Desk is a successful company in the digital advertising sector that focuses on data-driven advertising campaigns for digital ad buyers. TTD offers one-of-a-kind SaaS which is also the largest independent demand-side platform (DSP). The company is based in Ventura, California. TTD has three main products to offer advertisers at various companies and agencies. Let’s have a look at the services provided by TTD.

The Trade Desk
Image source: businesswire.com

Services of TTD

First, the demand-side platform is all about using data in the smartest possible way. The clients use data to derive accurate information that gives a better idea for strategizing ads. This helps the businesses plan in a way to reach more audiences before pouring heavy amounts of money into creating ads. The demand-side platform helps a client to build a complete planner only by providing information like goals and budgets. With the help of cross-device targeting, your ads reach the right kind of audience for your product or brand. The AI-driven technology of TTD also helps gain recommendations and insights based on the type of data you are looking for or your goals.

Second, the data management platform works with the existing data of a client and provides insights about who could be your potential customers. The data management platform of TTD helps a client to discover new people who they can approach to increase the customer base. There can be many new businesses, where the company hasn’t hired any in-house data researcher or analyst. So, TTD will help to surface the right type of data and create new relevant audience profiles for your company.

Lastly, TTD APIs is also a choice for the company’s clients if one is interested in building customized solutions. This will increase the efficiency of a company as one will create a personalized solution depending on more parameters of the company. It means a company will use more of its data to create a competitive advantage and hence will gain clearer insights about its customers and workflow.

Behind the Scenes

Before co-founding TTD, Jeff Green established an online auction advertising company called AdECN. Microsoft acquired the company in 2007 and Dave started working for the company right after that. This is how the two of them met and founded TTD, a new adventure in 2009. In 2010, the company successfully raised $2.5 million from investors like Founder Collective and IA Ventures. Jerry Neumann and Josh Stylman are two angel investors that backed TTD in the early days.

TTD was established in the sector of digital marketing where the opportunities for growth were unscalable especially in this digital age. The company succeeded very quickly and in 2015 TTD was featured in Forbes as one of the Top 10 America’s Most Promising Companies. The same year both the co-founders were named Ernst & Young Entrepreneurs of the Year. In 2018, the company launched two AI-based tools, namely, Koa (An AI forecast engine) and The Trade Desk Planner. With these two innovative products rolling out in the market, TTD acquired the second position in the list of 100 Best Medium Workplaces by Fortune.

About the Founders

Jeff Green studied marketing communications at the University of Southern California. He started his career in Microsoft and founded AdECN, a demand-side advertising platform in 2003. Two years after Microsoft acquired the company, Jeff built a new start-up focusing on the buy-side platform, which is none other than TTD.

Dave Pickles is the current CTO of TTD and also a board member. Dave studied Computer Science at the University of California, Santa Barbara. He started working for AdECN after Microsoft acquired it. Before that, he was a senior engineer at CallWave, an internet telephony startup.