Dec 3 (Reuters) – Amazon.com Inc ( AMZN.O ) and Apple Inc ( AAPL.O ) plan to resume advertising on Twitter, according to media reports on Saturday.
The development follows an email sent by Twitter on Thursday to ad agencies offering advertisers incentives to increase their spending on the platform, an effort to jumpstart business after Elon Musk̵[ads1]7;s takeover saw many companies pull back.
Twitter billed the offer as the “largest advertiser incentive ever on Twitter,” according to the email reviewed by Reuters. U.S. advertisers who book $500,000 in incremental spend will qualify to have their spend matched with a “100% value addition,” up to a limit of $1 million, the email said.
On Saturday, a Platformer News reporter tweeted that Amazon plans to resume advertising on Twitter for about $100 million a year, pending some security tweaks to the company’s ad platform.
However, a source familiar with the matter told Reuters that Amazon had never stopped advertising on Twitter.
Separately, during a Twitter Spaces call, Musk announced that Apple is the largest advertiser on Twitter and has “fully resumed” advertising on the platform, according to a Bloomberg report.
Musk’s first month as Twitter’s owner has included a cut in staff including staff working on content moderation and incidents of spammers posing as large public companies, which has alarmed the advertising industry.
Many companies from General Mills Inc ( GIS.N ) to luxury car maker Audi of America have halted or halted advertising on Twitter since the acquisition, and Musk said in November that the company had seen a “massive” drop in revenue.
Apple and Twitter did not immediately respond to Reuters’ request for comment on the matter.
Reporting by Juby Babu and Akriti Sharma in Bengaluru; Additional reporting by Rhea Binoy; Editing by Lincoln Feast and Daniel Wallis
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