Apple and Amazon are resuming Twitter ads, reports say

December 3 (Reuters) – Amazon.com Inc (AMZN.O) and Apple Inc (AAPL.O) plans to resume advertising on Twitter, according to media reports on Saturday.

The development follows an an email sent by Twitter on Thursday of ad agencies offering incentives to advertisers to increase their spending on the platform, the effort to jump-start their business after Elon Musk’s takeover caused many companies to pull back.

Twitter billed the offer as “the largest incentive for advertisers on Twitter,” according to the email reviewed by Reuters. U.S. advertisers who book $500,000 in additional spend will qualify to have their spend matched “100% value-added,” up to a $1 million cap, the email said.

On Saturday Platformer News reporter tweeted that Amazon plans to resume advertising on Twitter at about $100 million a year, pending some security changes to the company’s ad platform.

However, a source familiar with the matter told Reuters that Amazon never stopped advertising on Twitter.

Separately, during a conversation on Twitter Spaces, Musk announced that Apple is the largest advertiser on Twitter and has “completely restarted” advertising on the platform, according to Bloomberg report.

Musk’s first month as owner of Twitter has included layoffs, including employees who work on content moderation, and incidents of spammers posing as large public companies that have spooked the ad industry.

Many companies from General Mills Inc (GIS.N) of luxury car maker Audi of America stopped or paused Twitter ads after the acquisition, and Musk said in November that the company had seen a “huge” drop in revenue.

Apple and Twitter did not immediately respond to Reuters’ request for comment on the matter.

Reporting by Jubi Babu and Akriti Sharma in Bengaluru; Additional reporting by Rhea Binoy; Editing by Lincoln Feast and Daniel Wallis

Our standards: Thomson Reuters Trust Principles.