"Anthony has such a strong belief in his own intelligence that it's hard for him to learn. He believed himself smarter and better at everyone’s job,” this person said.

Last year, Noto became known inside the company as the man with a growth plan: to go all-in on video.

It cost Twitter a reported $10 million for those rights, a mere $1 million per game, instead of the tens of millions of dollars per game that traditional media outlets pay.

Last spring Twitter announced more than 12 partners who will launch original shows on topics of business, sports and entertainment — the types of things that people already like to Tweet about. And Noto wants Twitter to have enough content to fill 24 hours of live programming, he told BuzzFeed in April.

So far, Bloomberg has signed on to give that a try, and will launch 24x7 streaming in the fall. Plus Twitter plans to launch Stadium in the fall, too, a 24-hour sports network.

Twitter has been stuck at roughly 300 million monthly active users (MAUs) for years.

"Users matter," RBC Capital Market's Mark Mahaney told Business Insider, who rates the stock an "underperform" and dropped his price target for the stock to $14. While he believes Twitter will slowly add more users, "I think the best growth days for Twitter are behind them," he predicts.

"It's like your relative who you love that keeps making a bunch of bad decisions over and over again, that's Twitter," one top exec who left a couple of months ago said.

It faces heavy competition from better-funded companies like Facebook, Google, Netflix and Amazon. Noto will likely also need to pay to develop content, which could become a big new expense, compared to crowdsourced tweets, some analysts point out.

"People are using Twitter for all sorts of different purposes, but they are not going there to watch video," warns eMarketer's Debra Williamson.

a lack of measurement data, disinterest among social media celebrities, confusion about the platform, and general indifference towards advertising agencies — are leading more of their clients to abandon it.

Trend Pie's Ricci said. Out of 100,000 "views," he estimated only 1 percent actually saw the ad.

"Instagram is built for finding what you don't follow easily, Snapchat isn't. If Snapchat can figure that out, that will help, because why make content people can't find?"

When Snap went public, he noticed a rush of influencers asking them to include their Snap accounts as available for advertisers. Since then, many have abandoned their accounts to focus on more lucrative platforms

Those surveyed said they were most interested in advertising on Instagram (64%), followed by Amazon (43%) and then Spotify (40%). About 37% of marketers said they are interested in advertising in Snapchat, which is about the same (35%) as what they said in 2015, according to RBC.

Snapchat now works with 15 outside partners that help sell its inventory, and in January it struck a deal with Oracle Data Cloud to show ads based on what its users buy in the real world.

“The providers of social networks are responsible when their platforms are misused to spread hate crime or illegal false news,” German Justice Minister Heiko Maas said in a statement. The proposed law would apply only within German borders. But Maas said Wednesday he would press for similar measures across the European Union. A number of European countries have also sought to counter the fake-news scourge. The Czech Republic recently inaugurated a special unit charged with denouncing false reports. Should the German measure become law, however, experts say it would amount to the boldest step yet by a major Western nation to control social-media content. Depending on how obviously false or illegal a post is, companies would have as little as 24 hours to remove it.

In addition to fake news and hate speech, the draft bill would target posts seen as inciting terrorism or spreading child pornography. Officials have cited a surge of hate speech across the Internet as a major factor behind the rise of far-right violence in Germany, including arson attacks at refugee centers and assaults on police officers.

One of the companies most affected by the bill is Facebook, which has sought to sidestep such laws by taking voluntary measures to curb the spread of fake news. The company echoed concerns that the bill would wrongly foist upon corporations a level of decision-making on the legality of content that should instead reside with German courts.

Rather than setting a new standard, officials also say they are simply forcing social-media outlets to comply with existing laws governing hate speech and incitement in Germany. Incitement and defamation laws here are far broader than in the United States; for instance, laws on the books forbid defaming German leaders and make denial of the Holocaust a crime.

P&G is fully endorsing the often controversial Media Rating Council viewability standards for digital media -- which defines display ad impressions as "viewable" if at least 50% of pixels are on-screen for at least one second and video as viewable if at least 50% of the player is on-screen for at least two seconds.

Snapchat's focus on "sound-on" video ads has been appealing to its entertainment clients.

The behavior on the app is very different as you want to focus more on shorter content, whereas on Instagram, people tend to watch longer videos."

Snapchat says its vertical video ads are "as good as television" — and in some ways better — because users can choose to skip ads, swipe up to interact with them, and advertisers can use more granular targeting than TV. But with AdAge reporting in November that the average Snapchat video ad lasts less than three seconds and Snapchat counting a video "view" as soon as the video opens, it remains to be seen whether its ads are more effective than those on TV