Musk posted an open letter to advertisers just before the takeover that provided more information about his free speech stance and views on advertising in general. Musk states in the statement that he purchased Twitter out of concern for people and the “future of civilisation.” According to the billionaire, he wants the platform to serve as a “digital town square” where a variety of viewpoints and concepts may be addressed. Musk did, however, imply that there would at least be some limitations on what users may say when he remarked that the platform “clearly can not become a free-for-all hellscape, where anything can be said with no consequences!”

The new owner of Twitter also provided some details regarding his plans for advertising on the site. While Twitter won’t be traveling to Mars, Musk has big advertising plans for the social network, claiming he wants to turn it into “the most renowned advertising platform in the world.” He continued by discussing targeted advertising, explaining how “high-relevant” commercials can be viewed as “content,” while “low-relevancy ads” are spam. The idea that commercials can actually be “content” is supported by Musk’s claim that the right kind of advertising can “delight, entertain, and inform.”

Many large internet businesses make their money by targeting advertisements, and Twitter gathers a lot of data about its users. In order to make the platform more hospitable, Musk wanted to provide users the ability to select the content they view, much like how video games and movies are rated according to their intended audience. A skeptic would view that method as just another tool to collect data, even though it may have been indicated to appease advertisers and prevent a user exodus in large numbers.


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