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Must-Do’s for Twitter’s New CEO

3 Things That Should Be on Linda Yaccarino’s Priority List

About This Report
Linda Yaccarino is exactly the type of leader Twitter needs to start rebuilding the company’s ad business. But will Yaccarino’s vast experience and strong ties to the advertiser community be enough to convince advertisers to return? And can she avoid clashing with the mercurial Elon Musk?
Table of Contents

Report Snapshot

As the new CEO of Twitter, Linda Yaccarino will have her hands full from day one. The former chairman of global advertising and partnerships at NBCUniversal must walk a fine line between reviving the ad business and supporting Elon Musk’s vision for the platform.

Key Question: Can Linda Yaccarino turn Twitter’s cratering ad business around?

KEY STAT: In March, we predicted that Twitter’s worldwide ad revenues would plummet by 27.9% in 2023, largely due to issues caused or exacerbated by Musk.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Report Snapshot
  2. Priority No. 1: Yaccarino must win back advertisers.
  1. Priority No. 2: Handle Elon Musk effectively.
  2. Priority No. 3: Make way for platform X.
  1. Sources
  2. Media Gallery


Jasmine Enberg


Jennifer Merritt
Vice President, Content
Paul Verna
Principal Analyst
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