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Linda Yaccarino, a seasoned executive in the advertising industry, is reportedly in negotiations to become the next chief executive officer of Twitter, according to a source familiar with the matter. Yaccarino’s potential move to Twitter could prove beneficial for the social media company, which has struggled to retain advertisers amid several changes to its platform.
Currently serving as the chairman of advertising sales and client partnerships at NBCUniversal, Yaccarino has been working on rehabilitating Twitter’s reputation with advertisers in recent months. In April, she interviewed Elon Musk at an industry event in Miami Beach. NBCUniversal also expanded an agreement with Twitter to make content associated with the 2024 Paris Olympics available on the social media site.
Yaccarino’s departure from NBCUniversal, however, could cause some complications for the company as it prepares for its annual sales presentations to advertisers this month.
While Yaccarino is a Madison Avenue expert, there are other digital advertising executives who could be suitable candidates for the Twitter CEO position. Nada Stirratt, who recently left Facebook, has extensive experience in digital advertising, having worked at Viacom and News Corp., among other companies.
If Yaccarino were to become the CEO of Twitter, she would have several challenges to tackle, including moderating content on the platform and monetizing traffic while governing questions around Twitter’s cultural and social impact.
One example of such a challenge is the recent announcement from Tucker Carlson, a former Fox News opinion host, who intends to launch a new program on Twitter. Carlson’s controversial views, which led to Fox News losing advertisers during his hour on the network, could pose a concern for some of Twitter’s sponsors as well.
Regardless, Yaccarino would bring a unique set of skills and experience to Twitter if she were to take the job as CEO.
Credit: variety.com
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