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Elon Musk’s pay-for-verification model will only scare off advertising money on Twitter

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City AM

By Elena Siniscalco A chill is in the air in ad land. One of the bastions of the digital marketing mix has gone rogue. Twitter, one of the oldest and still most active of social networks, has taken a sudden turn and the advertising industry is not taking it well. Through a mist of Elon Musk tweets, a picture of a new-style social network has been painted. It looks like a pay-per-argument, town square debate hellscape – and that’s not a place where advertisers want to be. Brands, ever careful to frame their marketing messages in good light, are taking a fresh look at Twitter and the direction i…

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