Now that Twitter has come under control of the mercurial Elon Musk, questions are being raised about its long-term viability. Marketers need to consider whether or not Twitter is worthy of an investment of their advertising dollars. Some advertisers are balking; reports The New York Times, "Even before [Musk] completed his deal for Twitter, advertisers began expressing their doubts. Twitter had 3,980 advertisers in May, the month after Mr. Musk agreed to buy the company, according to MediaRadar, an advertising intelligence company. By October, it had 2,315 advertisers, the fewest of any month until that point." The Times adds," Twitter’s advertising business has become so fraught that it has started offering brands additional incentives." At the very least, marketers should proceed with an abundance of caution.
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