SpaceX founder Elon Musk during a T-Mobile and SpaceX joint event on August 25, 2022 in Boca Chica Beach, Texas.
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Elon Musk’s aerospace business SpaceX has ordered one of the larger advertising packages available from Twitter, the social media business he just acquired in a $44 billion deal and where he is now serving as CEO.
The campaign will promote the SpaceX-owned and -operated satellite internet service called Starlink on Twitter in Spain and Australia, according to internal records from the social media business viewed by CNBC.
The ad campaign SpaceX is buying to promote Starlink is called a Twitter “takeover.” When a company buys one of these packages, they typically spend upwards of $250,000 to put their brand on top of the main Twitter timeline for a full day, according to one current and one former Twitter employee who asked to remain unnamed because they were not authorized to speak on behalf of the company.
Users should see Starlink brand messaging for the first three times that they open the Twitter app on the day or days of the planned takeover campaign in Australia and in Spain. The campaign, which was purchased in the last week, was slated to run in coming days first in Australia then in Spain.
SpaceX has not typically purchased large advertising packages from Twitter, the current and former employees said.
Starlink employs a constellation of satellites that beam internet down to paying subscribers who also need to obtain terminals from SpaceX to access it. SpaceX developed Starlink with the goal of providing high-speed internet connectivity to people in locations poorly served, or not served at all, by cable or fiber-optic infrastructure.
Pressure on Twitter ad sales
Musk is also the CEO of electric vehicle maker Tesla, in addition to his responsibilities at SpaceX and Twitter. He has famously boasted that his car company spends no money on traditional advertising like print, radio, television and display ads online. Instead, Tesla garners headlines from fan blogs, news sites, and creates buzz through motor clubs, fan or shareholder events and social media engagement.
Musk now finds himself in the position of needing to sell online advertising as the “Chief Twit,” or more formally CEO, of Twitter which remains a major, international social media platform. Twitter boasted around 237.8 million monetizable daily active users before Musk’s contentious take-private deal. Musk is on a mission to generate at least half of Twitter’s revenue from subscribers, not just advertising.
One campaign, even a big one like a “takeover,” is not enough to make up for multiple advertisers who have paused spending on Twitter recently, or fled the platform during Musk’s rocky takeover.
Companies including General Motors, Audi, Volkswagen, General Mills, Pfizer, United Airlines and others have paused their ad spending on Twitter for the time being, responding in part to an onslaught of hate speech and misinformation on the platform. Advertising giant Interpublic Group recommended that clients of its agencies do the same. Twitter previously derived around 90% of its revenue from advertising.
When Musk launched and then quickly suspended a paid subscriber badge on Twitter last week, this further shook advertisers’ faith in the platform. The badge looked like an earlier verification blue check mark but only cost users $7.99 per month. Cheaply acquired blue check marks were used by pranksters and imposters to pose as brands, politicians and celebrities and to post unflattering and inaccurate messages.
One account created in the likeness of the drug company Eli Lilly caused a serious problem on Thursday when it posted a message that, “we are excited to announce insulin is free now.” The tweet went viral and remained on Twitter for at least two hours before it was taken down. The real Eli Lilly account later tweeted: “We apologize to those who have been served a misleading message from a fake Lilly account.”
Eli Lilly’s stock price dropped sharply after the fake tweet was posted, though major stock indices were positive at that time, with the S&P 500 experiencing its biggest rally in two years. Musk-led automaker Tesla, SpaceX competitor Lockheed Martin, Sen. Ed Markey (D-Mass.) and many others were also impersonated and pilloried on the platform.
This weekend, Musk wrote in a tweet, “Twitter drives a massive number of clicks to other websites/apps. Biggest click driver on the Internet by far.” The new Twitter CEO was promptly corrected by marketing experts and former Twitter employees, and a correction note was added to his tweet. He later deleted the tweet.
One former Twitter employee, Claire Díaz-Ortiz called him out, writing: “Lies. I worked @twitter 5 yrs + wrote 2 books on social media marketing. This is false and @twitter knows it. We never sold it on clicks, because it is much lower on traffic than Facebook, LinkedIn, etc. Twitter has other key strengths. (And marketing is way more than clicks.”
In a companywide meeting last week, Musk told current Twitter employees that bankruptcy isn’t out of the question, as the business faces an exodus of advertisers and a broader economic downturn.
Microsoft Chairman and CEO Satya Nadella speaks at a press briefing on the company’s campus in Redmond, Washington, on May 20, 2024.
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Microsoft is cutting a small percentage of jobs across departments, based on performance, the company confirmed to CNBC on Wednesday.
“At Microsoft we focus on high-performance talent,” a Microsoft spokesperson said in an email to CNBC on Wednesday. “We are always working on helping people learn and grow. When people are not performing, we take the appropriate action.”
The job cuts will affect less than 1% of employees, said a person familiar with the matter who asked not to be named in order to discuss private information.
Microsoft had 228,000 employees at the end of June. While the company’s net income margin of nearly 38% is close to its highest since the early 2000s, Microsoft’s stock underperformed its peers last year, rising 12% while the Nasdaq gained 29%.
Microsoft’s latest cuts are slim compared to recent downsizing efforts.
In early 2023, the company laid off 10,000 employees and consolidated leases. In January 2024, three months after completing the $75.4 billion Activision Blizzard acquisition, Microsoft’s gaming unit shed 1,900 jobs to reduce overlap.
As 2025 begins, Microsoft faces a more tenuous relationship with artificial intelligence startup OpenAI, which the company has backed to the tune of over $13 billion. The partnership helped propel Microsoft’s market cap past $3 trillion last year.
Over the summer, Microsoft added OpenAI to its list of competitors. Microsoft CEO Satya Nadella used the phrase “cooperation tension” while discussing the relationship with investors Brad Gerstner and Bill Gurley on a podcast released last month.
Meanwhile, the Microsoft 365 Copilot assistant, which draws on OpenAI technology, has yet to become pervasive in business. Analysts at UBS said in a note last month that they came away from Microsoft’s Ignite conference with the impression that Copilot rollouts “have been a bit slow/underwhelming.”
Microsoft is still touting its growth opportunities. Finance chief Amy Hood said in October that revenue growth from Microsoft’s Azure cloud will speed up in the first half of this year because of greater AI infrastructure capacity.
D-Wave Quantum CEO Alan Baratz said Nvidia’s Jensen Huang is “dead wrong” about quantum computing after comments from the head of the chip giant spooked Wall Street on Wednesday.
Huang was asked Tuesday about Nvidia’s strategy for quantum computing. He said Nvidia could make conventional chips that are needed alongside quantum computing chips, but that those computers would need 1 million times the number of quantum processing units, called qubits, that they currently have.
Getting “very useful quantum computers” to market could take 15 to 30 years, Huang told analysts.
Huang’s remarks sent stocks in the nascent industry slumping, with D-Wave plunging 36% on Wednesday.
“The reason he’s wrong is that we at D-Wave are commercial today,” Baratz told CNBC’s Deirdre Bosa on “The Exchange.” Baratz said companies including Mastercard and Japan’s NTT Docomo “are using our quantum computers today in production to benefit their business operations.”
“Not 30 years from now, not 20 years from now, not 15 years from now,” Baratz said. “But right now today.”
D-Wave’s revenue is still minimal. Sales in the latest quarter fell 27% to $1.9 million from $2.6 million a year earlier.
Quantum computing promises to solve problems that are difficult for current processors, such as decoding encryption, generating random numbers and large-scale simulations. Technologists have been working on it for decades, and companies including Nvidia, Microsoft and IBM are pursuing it today, alongside researchers at startups and universities.
Jensen Huang, co-founder and chief executive officer of Nvidia Corp., speaks while holding a Project Digits computer during the 2025 CES event in Las Vegas, Nevada, US, on Monday, Jan. 6, 2025. Huang announced a raft of new chips, software and services, aiming to stay at the forefront of artificial intelligence computing. Photographer: Bridget Bennett/Bloomberg via Getty Images
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D-Wave was among a number of companies that enjoyed a revival of interest from investors in December, when Google announced a breakthrough in its own research. Google said it had completed a 100 qubit chip, the second of six steps in its strategy to build a quantum system with 1 million qubits.
D-Wave shares soared 178% in December after popping 185% the month prior. Quantum company Rigetti Computing, which plummeted 45% on Wednesday, quintupled in value last month. IonQ dropped 39% on Wednesday. The stock rose 14% in December following a 143% rally in November.
Baratz acknowledged that one approach to quantum computing, called gate-based, may be decades away. But he said uses an annealing approach, which can be deployed now.
While Huang’s “comments may not be totally off-base for gate model quantum computers, well, they are 100% off base for annealing quantum computers,” Baratz said.
Nvidia declined to comment.
Even after Wednesday’s slide, D-Wave shares are up about 600% in the last year, giving the company a market cap of $1.6 billion.
Quantum computing has also been boosted by investor interest in artificial intelligence, the technology that’s led to surging demand for Nvidia’s graphics processing units, which use conventional transistors instead of qubits. Nvidia’s market cap has increased by 168% in the past year to $3.4 trillion.
Baratz said D-Wave systems can solve problems beyond the capabilities of the fastest Nvidia-equipped systems.
“l’ll be happy to meet with Jensen any time, any place, to help fill in these gaps for him,” Baratz said.
A sign is posted in front of the eBay headquarters in San Jose, California.
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Shares of eBay soared 8% Wednesday as Meta said it will allow some listings to show up on Facebook Marketplace, its popular platform connecting consumers for local item pickups and more.
EBay stock reached its highest level since November 2021.
The rollout will begin with a test in Germany, France and the United States, where buyers will be able to view listings directly on Marketplace and complete the rest of their transactions on eBay, Meta said in a release.
The partnership could provide a boost to eBay’s marketplace business, which has struggled to compete with e-commerce rivals like Amazon, Walmart, Temu and even Facebook’s own marketplace platform that lets users buy and sell items.
EBay has recently embraced niche categories like collectibles and luxury goods to try and keep buyers and sellers returning to its site. CEO Jamie Iannone told CNBC in an October interview that shoppers were coming to the site, known for its used and refurbished goods, as they sought out discounts amid a rocky macroeconomic environment.
Meta’s move is an attempt to appease the European Commission, the executive body of the European Union, after the regulator fined the company 797 million euros ($821 million) in November for tying its Marketplace product to the main Facebook app.
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At the time, the Commission said that Meta’s bundling of Marketplace with Facebook could mean competitors are effectively “foreclosed” given the distribution reach of the platform. Facebook counts more than 3 billion users globally.
The Commission also said that Meta imposes “unfair trading conditions” on other online classified ads service providers who advertise on its platforms, especially Facebook and Instagram. It added that these conditions allow Meta to use data generated from other advertisers to benefit Marketplace.
Meta appealed the ruling at the time, saying that it “ignores the realities of the thriving European market for online classified listing services.”
“While we disagree with and continue to appeal the European Commission’s decision on Facebook Marketplace, we are working quickly and constructively to build a solution which addresses the points raised,” the company said Wednesday.
EBay touted its integration with Facebook Marketplace as a way for the e-commerce site to “increase exposure to our sellers’ listings, on and off eBay, as part of our strategy to engage buyers and deepen customer loyalty.”
Facebook in 2023 announced a similar partnership with Amazon that lets users browse and purchase products without leaving the app.