News: 1718901494

  ARM Give a man a fire and he's warm for a day, but set fire to him and he's warm for the rest of his life (Terry Pratchett, Jingo)

X boss Elon Musk tries to make nice with world at ad biz conference

(2024/06/20)


Just seven months ago, Elon Musk told an interviewer: "If someone's going to blackmail me with advertising, blackmail me with money, go fuck yourself. Go. Fuck. Yourself. Is that clear? I hope it is."

But on Wednesday, Musk, in his capacity as the owner of X, joined company CEO Linda Yaccarino in a charm offensive aimed at advertising firms attending an industry conference, wanting it to be known he didn't mean "advertisers as a whole."

The Cannes Lions International Festival of Creativity is one of the world's largest annual events for the advertising industry. Musk's attendance is something of a u-turn for the tech tycoon and X, which has been controversial for advertisers in the wake of increasingly lenient moderation policies that have seen public figures like ex-president Donald Trump and neo-Nazi Nick Fuentes return to the platform.

[1]

By the man's own admission, ad revenue from the company formerly known as Twitter [2]has plummeted since Musk's acquisition .

[3]

[4]

The tensions between Musk and advertisers [5]came to a head last November during Musk's fateful interview with New York Times financial columnist Andrew Ross Sorkin at the newspaper's DealBook Summit. His comments at the time also included a callout specifically against Disney CEO Bob Iger as well as the accusations that ad firms were blackmailing his platform.

Yesterday, he spent time trying to undo some of that damage, up on stage with interviewer Mark Read, CEO of WPP, a major international advertising company.

[6]

"Elon, welcome to the heart of the advertising industry," Read said to start off. "Now, back in November, you had a message to us. You told us to sort of go fuck ourselves. So, maybe we start there… it's a serious question, why did you say that, and what did you mean by that?"

This was apparently quite the curveball for the X boss, who took a few seconds to string a response together. "Well, first of all it wasn't a… you know, it wasn't to advertisers as a whole," he said. "It was, with respect to freedom of speech, I think it is important to have a global free speech platform where people from a wide range of opinions can voice their views."

"And in some cases there were advertisers who were insisting on censorship, and at the end of the day if there is censorship… if we have to make a choice between censorship and money or free speech and losing money, we're going to pick the second."

[7]Adios, accountability: X to hide 'likes' for everyone this week

[8]Elon Musk ends OpenAI lawsuit without explaining why

[9]X marks the spot where Twitter's severance math doesn't add up

[10]Elon Musk confirms 12K H100s ordered for Tesla were instead prioritized for xAI

While this is similar to what Musk had said in November, after this point he admitted to the ad firms in the crowd that "advertisers have a right to appear next to content that they find compatible with their brands." That's a notable change in tune for Musk, who [11]sued Media Matters for showing how ads from companies like IBM could [12]show up next to antisemitic content . Many advertisers reacted by fleeing the platform, triggering Musk's "go fuck yourself" tirade.

It's not clear if this rapprochement and Musk's claims that X has an "A+ on brand safety" will be enough to get him and his company back into the good graces of some in the advertising industry.

[13]

But, since X is apparently down substantially in ad revenue, any reprieve would probably be welcomed at this point. ®

Get our [14]Tech Resources



[1] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=2&c=2ZnSmgXqCXA7nJD2VbyFiOAAAAJY&t=ct%3Dns%26unitnum%3D2%26raptor%3Dcondor%26pos%3Dtop%26test%3D0

[2] https://www.theregister.com/2023/09/05/twitter_adl_lawsuit/

[3] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZnSmgXqCXA7nJD2VbyFiOAAAAJY&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0

[4] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZnSmgXqCXA7nJD2VbyFiOAAAAJY&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0

[5] https://www.theregister.com/2023/11/30/musk_murders_x/

[6] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZnSmgXqCXA7nJD2VbyFiOAAAAJY&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0

[7] https://www.theregister.com/2024/06/12/x_hides_likes/

[8] https://www.theregister.com/2024/06/12/musk_vs_openai_case_ended/

[9] https://www.theregister.com/2024/06/13/x_overpaid_laidoff_australian_employees/

[10] https://www.theregister.com/2024/06/05/elon_musk_confirms_h100_destined/

[11] https://www.theregister.com/2023/11/21/x_sues_media_matters/

[12] https://www.theregister.com/2023/11/17/ibm_pauses_advertising_on_x/

[13] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_offbeat/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZnSmgXqCXA7nJD2VbyFiOAAAAJY&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0

[14] https://whitepapers.theregister.com/



Gee. i wonder

James O'Shea

if the Musketeer wold like some ads for Apple products on his antisocial media box of shit?

Perhaps he should have thought before speaking.

Re: Gee. i wonder

Anonymous Coward

> antisocial media box of shit

You mock, but if Apple doesn't buy $7bn worth of adverts for the Apple TV from Musk within six months, that's the name of the rival product he'll launch and destroy it with!

International Festival of Creativity

abend0c4

Clearly "Monkey Tennis" wasn't the end of the list.

Karma

BartyFartsLast

He threw his toys out of the pram and it seems like he's about to lose one of them if he's having to eat shit and apologise to his customers.

I wonder how fast the rest of his empire will collapse if xitter falls.

You told us to sort of go fuck ourselves.

Howard Sway

No he didn't, he told you straight up to go fuck yourselves. And the not-very-souped-up bulletin board is now losing over $450 million per quarter. Hence this pathetic "I didn't mean that YOU should go fuck yourselves, it was some other people who should go fuck themselves. Now give me your money".

This is not the way you make an apology that is going to bring advertisers flooding back. And a change in behaviour combined with a little genuine humility is clearly never going to happen from such an overindulged big mouth, as he still sees himself as the world's greatest rebel, and would never be able to admit to any failure, lest his worshippers lose faith in him.

Re: You told us to sort of go fuck ourselves.

Paul Herber

Whereas musketeers probably throw their knickers on the stage when Musky is giving a speech, if I were a potentail (or ex) advertiser I'd be throwing a dildo.

Icon, I've got two in each pocket!

Re: $450Million per quarter

Anonymous Coward

Almost as much at Troth Central (Truth Social).

Without Advertisers, Twatter/X can't survive. I wonder if the SEC Audit reports will soon say, "we can't see any long term viability in the business"

Elon has a lot of very big loan notes coming due. He'll soon have to notify the SEC that he's going to sell a boatload of Tesla stock to cover them. That's why he needed that mega payday from Tesla.

Re: You told us to sort of go fuck ourselves.

Like a badger

"This is not the way you make an apology that is going to bring advertisers flooding back."

Unfortunately it is. Advertising and marketing is populated by 0.01% of really, really unfeasibly creative people who I and most other readers of this site will regard as as an alien species beyond human comprehension, peple who can turn the saddest of sad dog stories into a Herculaneum triumph. The other 99.99% are shysters and clingons (in the traditional British meaning), and they are the one ones who control the business side of things. They will breathlessly and gratefully accept this faux elonpology, because it gives them permission to start hosing their marketing spew at around a billion viewers.

well elon

Anonymous Coward

go fuck yourself and I do mean you elon musk, not any other elon, who are were unfortunately given the same name.

once you fucked your self good and hard, just fuck off to mars without a helmet.

earth doesn't need any more fucking twats like you.

Get your ass to Mars Elon

Anonymous Coward

> fuck off to mars without a helmet

Shades of [1]*that* scene in Total Recall (*) or maybe that was the joke anyway?

(*) Disclaimer: Video NSFW, blah blah

[1] https://www.youtube.com/watch?v=tgjPQFb98k0&t=1m52s

He can't promise they won't show up next to objectionable content

DS999

Because his whole thing around buying Twitter was to welcome the objectionable content back onto his platform!

How are they going to determine whether the Disney ad is showing up next to a white supremacist's posting? It could do a word scan, but while some of them are quite open with their words, others (especially those with a public profile or maybe hope to run for office someday) speak/write in dog whistles so those in the white supremacist community know exactly what they're saying but they have a shred of deniability if someone calls them out. Trump himself has done that. "Stand back and stand by", etc.

You'd have to look at the entire posting history to block them showing up with certain posters entirely. You don't want a Disney ad next to a Nazi leader's post just because instead of posting the usual horrible stuff he posted something innocuous like cheering the Boston Celtics for winning the NBA title. But a keyword search of an entire posting history blocking terms like "nazi" and other indicative keywords would end up preventing ads from running alongside nearly anyone. Like if the Reg did this, I'd have "nazi" and "white supremacist" in my posting history.

You'd need some type of AI to effectively do this, so it could understand the postings and do more than just a keyword search "nazi" = bad so he's out. It would have to be an AI that's never wrong. Because if it is, people will once again find examples of brands like Disney or IBM that don't want to be associated with the cretins Musk let crawl back onto Twitter have their ads placed alongside their postings, and they'd just pull their advertising again.

That is, if what he's saying here even induces any to return. There are plenty of other places to advertise on the internet, and most of them CAN guarantee you won't appear next to Twitter sewer level content, because they don't have "maximal free speech" and thus don't allow people to spew that sort of bile in the first place.

Re: He can't promise they won't show up next to objectionable content

stiine

Objectionable is fine. Just stop following people and you won't see the ravings you feel are objectionable. I don't follow anyone on X since I find most everyone on the planet objectionable, I only log in to publicly lambast the pompous when they misuse language.

Re: He can't promise they won't show up next to objectionable content

Michael Strorm

> You'd need some type of AI to effectively do this

If the Artificial Intelligence they were using was actually "intelligent", its only advice would be for everyone to keep their adverts the fuck away from Xitter.

Ahhh Musk's freedom of speech

IGotOut

...where advertisers are not allowed to be free choose where they want their adverts to be seen.

really?

stiine

I thought he only told Disney CEO Bob Iger, to "Go Fuck Yourself".

He's Not Really Thought This Through, Has He?!!

bazza

The curve ball, blunt as hell opening question really says it all. If he wants advertisers to be deadly serious about spending money on his platform, then he needs the platform to get correspondingly good at moderating out content the advertisers cannot afford to be seen to be on the same platform as.

And, well, moderation is expensive. And so far as I know, he's tossed whatever capability Twitter had in that direction in the garbage bin. Twitter/X could become quite expensive for him to operate if he rebuilds moderation back into it. Worse, his costs in doing this are going to lead revenues from advertising. He's going to have to demonstrate good performance before they become willing to spend large on his platform. And, with things as they are now, Twitter/X is starting from a very bad place indeed.

Advertising houses are serious businesses, who can lose an awful lot of business very quickly if they make a blunder and lose clients. Making the same blunder twice - e.g. trusting Musk once more and then finding your client's brand is once more getting some bad associations - is probably a recipe for losing big time.

Humor in the Court:
Q. Were you acquainted with the deceased?
A. Yes, sir.
Q. Before or after he died?