However, some executives in the political advertising industry are more skeptical of the effect Twitter bringing back such ads would have on political campaigns.
“I really don’t think it would matter that much because Twitter has never been that important for paid advertising in general,” said Eric Wilson, a managing partner of the Startup Caucus, a Republican campaign technology incubator.
“It just doesn’t have the scale or reach to voters that Facebook and Google do, and Twitter has never collected the type of data on users that other platforms have in regards to targeting and reaching certain demographics,” said Wilson.
Most political candidates focus on building robust email lists, peer-to-peer texting schemes, and advertising on large platforms, such as Facebook, while advocacy groups find Twitter to be a better platform for their goals and objectives, Wilson said.
Wilson did say, however, that if Twitter grows its audience significantly under Musk and allows political advertisers to microtarget users in ways Facebook and Google restrict, it could compete with the bigger platforms.