[eclipsetheworld]

Performance-focused advertisers. Growing this segment was already set as a strategic direction for Twitter in 2021, however, Musk's takeover and the subsequent departure of brand-focused advertisers seem to have accelerated these plans [0].

As for brand-focused advertisers, I can see parallels to 2017's "YouTube Adpocalypse" in which advertisers paused their spending due to their ads being displayed before videos containing offensive content. They recovered from it by demonitizing offensive content. Twitter will have to address "brand safety" concerns, however,

[0] https://www.wsj.com/articles/have-the-ads-in-your-twitter-fe...