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Twitter’s biggest ad buyer no longer considers it ‘high risk,’ says report

A black Twitter logo over a red and white background
Illustration by Alex Castro / The Verge

The world’s biggest ad agency no longer considers Twitter as a “high risk” platform now that Linda Yaccarino — NBCUniversal’s former head of advertising — is lined up to replace Elon Musk as Twitter CEO. According to sources speaking to the Financial Times, WPP-owned GroupM removed its “high risk” classification on Monday, and has informed its clients that the company is “cautiously optimistic” about Yaccarino’s appointment.

GroupM designated Twitter as “high risk” last November and warned its clients against buying ads on the platform following Elon Musk’s $44 billion takeover. At the time, the ad agency cited concerns like the numerous “verified” users impersonating high-profile Twitter accounts, and the exodus of Twitter executives l…

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