The news: After nearly seven extremely turbulent months with Elon Musk at the helm of the company, Twitter has a new CEO. Linda Yaccarino, who tendered her resignation as the head of advertising at NBCUniversal where she worked for 11 years on the same day as the announcement, will take over as head of the struggling social media platform.
Why Yaccarino? It’s no secret that Twitter’s ad revenues have gone through a serious decline under Musk’s leadership. The platform has quickly descended into a haven for scams, harmful content, misinformation and a far-right tilt that has scared advertisers off.
A doomed job: Yaccarino may be able to restore some advertiser confidence to Twitter, but the question is how much and how long it can last. With the company’s ad revenues long in decline, she has an uphill battle ahead.
Our take: While Yaccarino could bring some of her long-held advertising relationships and knowhow with her, it’s unlikely that she can steer Twitter back on course. Musk is still heavily involved, after all, and recent developments like Tucker Carlsonbringing his show to the platform may push Twitter closer to reflecting Musk’s ideological preferences but doesn’t create something advertisers want to back.
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