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Elon Musk will remember this 2022 as one of the busiest years for his wallet: getting rid of the hasty decision to acquire Twitter for $44 billion. This legal battle between the social network and the SpaceX CEO continues to escalate, and now it’s up to the advertising companies to give Musk the weapon to end the deal without harm.
Documents filed in a Delaware court show consultations that the legal team Musk did with digital advertising firms that would have valuable information about bots and spam accounts on the platform.
Documents filed with the court appointed to hear the case cite Integrated advertising service and Ddouble check for example, companies that use technology to check if real users see ads and distinguish between bots of that post.
Twitter can’t refute Elon Musk’s argument
In recent weeks, a merger agreement between Twitter and two companies Elon Musk stopped at a dead end caused by a lack of transparency regarding the number of bots or spam accounts on the social network.
One side, Twitter indicates that every 20th account on the network can be a bot or spam account; bye Elon Musk indicates that they are at least one of the 5 “non-human” accounts.
Twitter allowed the legal team Musk access to pure platform data, but the businessman insists that the percentage of bot accounts is 20% of the total number of profiles registered in the system.
Why digital advertising agencies?
Integral Ad Science and DoubleVerify are New York-based companies required by advertisers to ensure that digitally embedded ads reach user or potential customer accounts and that total views are not affected by automated accounts.
In his tweet, Musk emphasized the need to include companies that use these mechanisms to filter results, given that Twitter allows external app audits. In response to the conversation, Musk noted that “these are the questions that Twitter in every possible way avoids answering.”
Source: RPP
I’m Liza Grey, an experienced news writer and author at the Buna Times. I specialize in writing about economic issues, with a focus on uncovering stories that have a positive impact on society. With over seven years of experience in the news industry, I am highly knowledgeable about current events and the ways in which they affect our daily lives.