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Why Are You Seeing So Many Bad Digital Ads Now?



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Digital ad spending, while still growing overall, “has decelerated precipitously,” according to an analysis last month by the research firm Insider Intelligence.Twitter seems to be faring the worst. The company has struggled to retain top-flight advertisers since Mr. Musk took over as owner in October, amid fears of a proliferation of hate speech and misinformation on the platform. Its 10 largest advertisers last year spent 55 percent less during Mr. Musk’s tenure than they did a year earlier, with six of them spending nothing so far in 2023, according to estimates from the research firm Sensor Tower. Twitter has offered buy-one-get-one-free deals, discounts and bonus incentives to lure back advertisers, media buyers said.But advertising troubles have hit the biggest publicly traded social networks, too. Snapchat’s parent company last month posted its slowest-ever rate of quarterly growth and projected a sales drop for the current quarter. Google’s parent company, Alphabet, said ad s …

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