“I think advertisers are bracing to leave,” said Claire Atkin, co-founder of the adtech watchdog Check My Ads.
Most marketers bristle at the thought of having their ads run alongside toxic content such as hate speech, pornography or misinformation.
Also on Monday, Angelo Carusone, CEO of media watchdog Media Matters for America, tweeted calling on major Twitter advertisers “to be putting pressure on Twitter right now” to better address the increase in hate and other toxic content.
“I think advertisers are going to look at this and say, is the weak Twitter advertising product becoming a better or worse investment?
After GM announced its Twitter advertising pause, some users on the platform, including some right-leaning political figures, have called for a boycott of the automaker.