Mr. Musk Knows Best When It Comes to Online Ads
November 9, 2023
This essay is the work of a dumb humanoid. No smart software required.
Other than the eye-catching and underwhelming name change, X (formerly Twitter) has remained quiet. Users still aren’t paying for the check mark that verifies their identity and Elon Musk hasn’t garnered any ire. Mashable has the most exciting news about X and it relates to ads: “X Rolls Out New Ad Format That Can’t Be Reported, Blocked.”
X might be a social media platform but it is also a business that needs to make a profit. X has failed to attract new advertisers but the social platform is experimenting with a new type of ad. X users report act the new ads don’t allow them to like tweet them. What is even stranger is that the ads do not disclose that they are advertisements or any other disclosure.
The ads consist of a photo, a fake avatar, and vague yet interesting text. They are disguised as a regular tweet. The new ads are of the “chumbox” quality, meaning they are low quality, spammy aka those clickbait ads at the bottom of articles on content farm Web sites. They’re similar to the ads in the back of magazines or comic books that advertised for drawing schools, mail order gadget scams, and sea monkeys.
Chumbox ads point to X’s failing profitability. Advertisers lost interest in X after Musk acquired the platform. X is partnering with third-party advertisers in the ad tech industry to sell available ad inventory. Google also announced a partnership with X to sell programmatic advertising.
Musk made another change that isn’t sitting well with users:
“The new ad format arrives to X around the same time the company made another decision that makes the platform less transparent. Earlier this week, under a directive from Musk himself, X removed headlines and other context from links shared to the platform. Instead of seeing the title of an article or other link posted to X, users now simply see an embed of the header image with the corresponding domain name displayed like a watermark-like overlay in the corner of the photo. Musk said he made the change to how links were displayed because he didn’t like the way it previously looked.”
X as an advertising platform is doing a bang up job. Lots of advertisers. Lots of money. Lots of opportunity. I, however, am not sure I see X as does Mr. M.
Whitney Grace, November 9, 2023
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