{"id":2507,"date":"2023-05-12T20:42:51","date_gmt":"2023-05-13T00:42:51","guid":{"rendered":"https:\/\/www.viewworld.org\/?p=2507"},"modified":"2023-05-12T20:42:53","modified_gmt":"2023-05-13T00:42:53","slug":"what-to-know-about-twitters-new-ceo-linda-yaccarino","status":"publish","type":"post","link":"https:\/\/www.viewworld.org\/?p=2507","title":{"rendered":"What to know about Twitter\u2019s new CEO Linda Yaccarino"},"content":{"rendered":"\n

NEW YORK (AP) \u2014 Elon Musk is welcoming a veteran ad executive to the helm of Twitter, the social media site the billionaire Tesla CEO has been running since he bought it last fall<\/a>.<\/p>\n\n\n\n

Musk\u00a0announced Friday that he\u2019s hiring Linda Yaccarino\u00a0to be the new CEO of San Francisco-based Twitter, which is now called X Corp. He said Yaccarino\u2019s role will be focused mainly on running the company\u2019s business operations, leaving him to\u00a0focus on product design and new technology.<\/p>\n\n\n\n

Here\u2019s what to know about Yaccarino.<\/p>\n\n\n\n

VETERAN AD EXEC<\/h2>\n\n\n\n

Yaccarino, 60, has worked as an advertising executive for decades. She came to NBCUniversal in 2011, just as Comcast was completing its merger with NBC, and oversaw integrating the companies\u2019 ad sales platforms. There, her most recent title was chairman, advertising and client partnerships. She oversaw all market strategy and advertising revenue, which totaled nearly $10 billion, for NBCUniversal\u2019s entire portfolio of broadcast, cable and digital assets.<\/p>\n\n\n\n

Before that, she held a variety of roles at Turner Broadcasting System Inc. from 1996 to 2011, including executive vice president and chief operating officer. That was after she held management positions at several media sales outlets.<\/p>\n\n\n\n

\u201cShe\u2019s a marketer\u2019s leader,\u201d said Mark DiMassimo, founder and creative chief of ad agency DiGo.<\/p>\n\n\n\n

\u201cShe speaks CMO and she understands what marketers need,\u201d he added, referring to the role of chief marketing officer.<\/p>\n\n\n\n

PUSHING BOUNDARIES<\/h2>\n\n\n\n

Yaccarino has pushed the ad industry for change on several fronts, including advocating for relying less heavily\u00a0on Nielsen ratings for measurement,\u00a0and introducing a digital platform called One Platform that makes it easier to buy ads across a variety of different media in an effort to better compete for ads against social media companies and traditional media companies.<\/p>\n\n\n\n

\u201cIt\u2019s worth noting that they built out a big team that\u2019s made a lot of innovative products and supported the growth that they\u2019ve experienced,\u201d said Brian Wieser of strategic advisory firm Madison and Wall. \u201cThey\u2019ve been pushing the industry on a lot of fronts, you know, trying to make it better.\u201d<\/p>\n\n\n\n

\u201cI think that first and foremost, she\u2019ll bring to Twitter an understanding of what advertisers need to see to get back on the platform from the brand safety perspective,\u201d said Dave Campanelli, chief investment officer of media buying firm Horizon Media. \u201cShe knows better than anyone what it\u2019s going to take and I think for advertisers and buyers, the question really is, is she going to have free rein to do all that or is it going to be just the same old, same old (with Musk).\u201d<\/p>\n\n\n\n

BIOGRAPHICAL DETAILS<\/h2>\n\n\n\n

Yaccarino serves as chairman of the World Economic Forum\u2019s Taskforce on the Future of Work. A 1985 graduate of Pennsylvania State University, she lives in Sea Cliff, New York, with her husband, Claude Madrazo. They have two children, Christian and Matthew.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

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