Snapchat may be among the biggest beneficiaries of Twitter’s ad troubles

Any benefit that Snap enjoys from the pullback on Twitter advertising may be offset by the broader economic gloom.

Investors in Snap, one of the smaller social media networks, may be among the biggest beneficiaries of Twitter’s loss of advertisers.

Twitter could lose almost a third of its ad revenue as brands pull back from the site, according to estimates from MKM Partners. Meta Platforms, which owns Instagram and Facebook, would win the biggest chunk of that business, though the incremental sales would be about 1% of Meta’s total revenue, MKM says.