gave engineers one week to make Twitter’s advertising targeting work like Google //
Elon Musk continued to fire employees at Twitter despite announcing the end of layoffs at a November 21st meeting. This despite having already forced out nearly two-thirds in just a few short weeks.
What’s going on. Musk plans to overhaul Twitter’s advertising targeting system in order to look like Google’s search ads. These ads mainly focus on keywords searched rather than user activity or profile data. This approach is effective for search engines where users are looking for specific information but it is not yet applicable to social media businesses.
You are setting yourself up for failure. Marcin Kadluczka, who was recently fired as the engineering manager for monetization at Twitter suggested that the Elon Musk one-week deadline was not practical. He stated that it would take Twitter 2-3 months to improve its advertising capabilities. According to my sources, Musk demanded this timeline before firing Kadluczka and other employees from the ads, consumer and sales departments.
Musk has been working to improve Twitter ads ever since he bought the company. Although it isn’t clear if changing Twitter’s ad target system to prioritize keywords like Google ads will lead to better quality advertising, experts have raised concerns and identified potential drawbacks
Why do we care? Advertisers could waste their advertising budgets by running ineffective campaigns if the new targeting strategy does not produce satisfactory results, which is most likely.
Any changes to Twitter’s advertising platform may have wider implications for the entire social media advertising industry, possibly leading to changes in best practice across all platforms. The few remaining advertisers on Twitter may be forced to leave due to uncertainty and other changes.
The post Musk gave engineers one-week to make Twitter’s advertising targeting work like Google appeared originally on Search Engine land.