Elon Musk’s move to temporarily cap how many posts Twitter users can read on the social media site could undermine efforts by new CEO Linda Yaccarino to attract advertisers, marketing industry professionals said. | Reuters
Ad industry veterans said the move creates an obstacle for Yaccarino, the former NBCUniversal advertising chief who started last month as Twitter’s CEO.
Lou Paskalis, the founder of advertising consultancy AJL Advisory and former marketing boss at Bank of America, said Yaccarino is Musk’s “last best hope” to salvage ad revenue and the company’s value. Capping how much users can view could be “catastrophic” for the platform’s ad business, said Jasmine Enberg, principal analyst at Insider Intelligence.
The limit came soon after Twitter began requiring users to log into an account on the social media platform to view tweets, which Musk called a “temporary emergency measure” to combat data scraping.Musk had earlier expressed displeasure with artificial intelligence firms like OpenAI, the owner of ChatGPT, for using Twitter’s data to train their large language models.
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