2024-08-06 22:05:02
In an open letter published this Tuesday, Linda Yaccarino, director general of the social network, talks with advertisers about their good results and explains the reasons for this legal action, based on the report of the House of Representatives of posted on July
“Every day, hundreds of millions of people come to X to be part of the world’s only real-time conversation.” Linda Yaccarino, director of the social network, spoke this Tuesday, in an open letter and a video, to users and advertisers. To everyone’s surprise, he told them that X had filed a complaint for anti-competitive practices against The Global Alliance for Responsible Media (GARM). A professional group created in 2019 by the World Federation of Advertisers, whose mission is to improve digital security and eliminate online content that is considered dangerous.
Read againLinda Yaccarino, the “tough guy” at Chapter X (formerly Twitter)
In detail, the director general accused these groups, the companies Mars and Anglo-Dutch Unilever, both in the food sector, and with the large American pharmacy chain CVS Health and the Danish energy company Orsted of “lawlessness and program withdrawal” by X. He said a report dated last July and filed by the Judiciary Committee of the United States House of Representatives. “They agreed to avoid X, which calls into question our development capabilities in the future. No small group of people should have the power to monopolize what they can make money.”Linda Yaccarino said.
A report submitted in July
The report on which the general manager of X relies is entitled: “The GARM Crash: How the World’s Biggest Brands Are Seeking to Control Free Speech Online.” The report’s chairman is Republican Jim Jordan. Support from former President and candidate for re-election Donald Trump, himself supported by Elon Musk.
According to this document, many platforms, including X, are the subject of a boycott organized by GARM, large companies and advertising companies to lead to the disclosure of some of their content. He also mentioned that the boycotts would have concerned X, the podcast The Joe Rogan Experience on Spotify and “Candidates, platforms and media outlets with opposing political views.”
There is also a whole world dedicated to the concerns that the members of the organization will have raised after the late acquisition of Twitter by billionaire Elon Musk. This same report also states that a GARM member suggested that companies stop paying to advertise on the social network, in order to reduce their income.
“Put users in their public space”
An angry letter of the director general of X. “After a career in media, I think I’ve seen it all”quipped Linda Yaccarino in her open letter. The result – perhaps the intention – of this withdrawal is to put X users, whether sports fans, artists, journalists, activists, parents or political and business leaders, of the world’s public.”
While Elon Musk made a more incisive tweet a few moments later. “We try to be good at times [deux] years and we have nothing but empty words. Now it is war. ” A few months ago, the boss of Tesla was convinced that the advertisers removed from the platform could “Go for yourself…” After its acquisition of the social network in November 2022, X lost 60% of its advertising revenue in the United States in 2023.
The billionaire also ordered each “A company that has been systematically targeted by advertisers to take legal action.” Ensure that you can find criminal liability under the “Loi Rico”. The law in question regulates crimes and offenses committed by organized gangs in the United States. In the process, Canadian video hosting site Rumble announced that it was joining forces with X to gather “A group of advertisers and advertising agencies that conspire to prevent advertising revenue from going to certain platforms and content creators.”
Convince investors to come back
For her part, Linda Yaccarino wants to be more peaceful than Elon Musk in the rest of the open letter. Arriving in June 2023 to renew the dialogue between the brands and the platform, this former director of advertising at NBCUniversal wants to take advantage of the announcement of this complaint to attract new advertisers and convince them that there is a fall in their advertising income from this goal. You definitely remember that the users of X are numerous and “come to share their thoughts and listen to others. To share their content and see more. To argue and be in dispute. To play and play. To encourage and support. ” And to add: “There is no substitute for X.”
To support her point, the businesswoman even gave figures. “Despite the withdrawal (of the advertising groups cited in the report), usage has reached record levels. Using a possible Twitter metric, active user minutes, as of August 2022, people spent 7.2 billion active minutes on the platform. Today, this number exceeds 9 billion, an increase of 25%.
Growth will also affect the first broadcast videos on the social network. Compared to last year, daily video views increased by 45% to 8.2 billion”emphasized Linda Yaccarino, who concluded: “Certainly we will never stop defending our global outdoor space.”
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