Elon Musk’s decision to cap the number of messages Twitter users can read per day could undermine new CEO Linda Yaccarino’s efforts to lure advertisers. writes Reuters citing the opinion of marketers.
On Saturday, Musk announced that Twitter would limit the number of readable tweets each day to prevent “extreme levels” of data collection and manipulation of the system. After that, users began posting screenshots on the Internet, which confirmed the impossibility of viewing after exceeding the message limit, including on the pages of corporate advertisers.
Ad industry veterans say the move is hampering the work of Iaccarino, who took over as Twitter’s CEO last month and is trying to build relationships with advertisers who left the service after Musk bought it.
According to Jasmine Enberg, chief analyst at Insider Intelligence, restricting user views could be a “disaster” for the platform’s advertising business. If anything, it doesn’t make it any easier to convince advertisers to come back, she says.
Musk has previously expressed dissatisfaction with artificial intelligence developers like OpenAI over their free use of Twitter data to train large language models.
According to Kai-Cheng Yang, a researcher at Indiana University Bloomington, the restrictions effectively blocked the ability of third parties, including search engines, to collect Twitter data. While that possibility will continue to exist, the methods are simply becoming more sophisticated, albeit less effective, he said.