Elon Musk's move to temporarily cap how many posts Twitter users can read on the social media site could undermine efforts by the company's new Chief Executive Linda Yaccarino to attract advertisers, marketing industry professionals said.
Ad industry veterans said the move creates an obstacle for Yaccarino, the former NBCUniversal advertising chief who started last month as Twitter's chief executive officer. "The advertiser trust deficit that Linda Yaccarino needs to reverse just got even bigger. And it cannot be reversed based on her industry credibility alone," he said.
Under the new cap, unverified accounts were initially limited to 600 posts a day with new unverified accounts limited to 300. Verified accounts could read 6,000 posts a day, Musk said in a post on the site. Capping how much users can view could be"catastrophic" for the platform's ad business, said Jasmine Enberg, principal analyst at Insider Intelligence.
Musk had earlier expressed displeasure with artificial intelligence firms like OpenAI, the owner of ChatGPT, for using Twitter's data to train their large language models.