Buying ads on Twitter is ‘high-risk’ according to the world’s biggest ad agency

Illustration by Alex Castro / The Verge

Twitter may be in big trouble when it comes to generating advertising revenue: GroupM, part of WPP, the world’s biggest ad company — and Twitter’s biggest spender — is reportedly telling its clients that buying ads on the platform is “high-risk,” according to Platformer and Digiday. That makes it the third advertising juggernaut telling massive corporations that they might want to take their money elsewhere, after IPG and Omnicom Media Group both recommended pausing advertisements on the platform.

GroupM works with companies like Google, L’Oréal, Bayer, Nestle, Unilever, Coke, and Mars. If you’ve ever seen that graphic about how a few brands make pretty much everything you buy at the grocery store, you’ll notice a lot of Venn diagram...

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