Linda Yaccarino is a veteran ad executive who has now become the new CEO of Twitter, which is now called X Corp. She has worked in various advertising executive roles for decades. Before joining Twitter, she worked at NBCUniversal, where she oversaw integrating the companies’ ad sales platforms. Her most recent title was Chairman, Advertising and Client Partnerships. All market strategy and advertising revenue, which amounted to nearly $10 billion, for NBCUniversal’s entire portfolio of broadcast, cable, and digital assets were overseen by her. Before her time at NBCUniversal, she held executive roles at Turner Broadcasting System Inc. from 1996 to 2011.
What are her contributions to the ad industry?
Yaccarino has been a key player in pushing the ad industry for change on several fronts. She has advocated for relying less heavily on Nielsen ratings for measurement and introduced a digital platform called One Platform that makes it easier to buy ads across a variety of different media. These efforts were made to better compete with social media companies and traditional media companies. Yaccarino’s appointment as CEO of Twitter is expected to bring a new understanding of what advertisers need to see to get back on the platform from the brand safety perspective. She is known for her ability to understand what marketers need and is expected to have free rein to do what it takes for advertisers and buyers.
Elon Musk, the billionaire Tesla CEO, had been running Twitter since he bought it last fall. With Yaccarino’s appointment, Musk will focus on product design and new technology, while Yaccarino will be mainly focused on running the company’s business operations. Many industry experts believe that Yaccarino’s appointment will bring positive change to Twitter and help the social media giant compete more effectively against its rivals.