But which advertisers? It's not enough to get +10,000 people trying out a $10 or $100 ad while rates are low due to low bidding competition. Twitter needs the big advertisers who expect to have someone at the company support their campaigns. The new owner fired the people who did that. Worse, he fired the people who'd spent years earning those advertisers' trust and patience.
Performance-focused advertisers. Growing this segment was already set as a strategic direction for Twitter in 2021, however, Musk's takeover and the subsequent departure of brand-focused advertisers seem to have accelerated these plans [0].
As for brand-focused advertisers, I can see parallels to 2017's "YouTube Adpocalypse" in which advertisers paused their spending due to their ads being displayed before videos containing offensive content. They recovered from it by demonitizing offensive content. Twitter will have to address "brand safety" concerns, however,
