And he is pushing to rework Twitter’s ad targeting in a week.
Musk’s plan is to change Twitter’s ad targeting to work like Google’s search ads, which target primarily by keywords that are searched for, rather than a user’s activity and profile data. It’s an approach that works well for a search engine — where people go to express specific intent for finding something — and has helped Google build one of the most profitable businesses of all time. But it hasn’t worked for a social media business to date.
In a tweet on Saturday, Marcin Kadluczka, the laid-off engineering manager for monetization who reported directly to Musk, hinted at the infeasibility of the one-week deadline: “I believe Twitter can really improve ads in 2-3 months .” I’ve confirmed that Musk gave the aggressive deadline just before Kadluczka and others in the ads, consumer, and sales orgs were laid off last Friday.to revamp Twitter Blue when he first bought the company that wasn’t met.
Improving Twitter’s ads has been a key focus of Musk’s since he bought the company. He has correctly pointed out that Twitter’s ads are less personalized and effective than its competitors. But it’s unclear if changing targeting to be keyword-driven like Google ads will actually improve the quality of Twitter’s advertising, as others with a better understanding of the trade-offs than me have pointed out:I’d love to chat confidentially. You can reach me via alex.heath@theverge.
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