Elon Musk announced that the most important challenge that Linda Yacrino, the new CEO of Twitter, will face is attracting advertisers who have fled the social media platform since Musk acquired it last year for $ 44 billion.
On Friday, Musk announced that Iacrino, the advertising director at NBC Universal, would be the network’s new CEO.
NBC Universal said Friday that Linda will step down from her position at the company as head of global advertising and partnerships.
And Linda held a meeting with Musk last month, on the Miami stage, in front of hundreds of advertisers, according to the American “Washington Post” report.
The newspaper quoted some of the points included in the conversation, including Yacarino touching on the issue of the spread of hate speech and extremism since Musk took over the platform, and asked him if he could help advertisers feel more welcome on the platform.
She asked if Musk would be willing to let advertisers “influence” his vision for Twitter, explaining that it would help them become more motivated to invest more money in product development, ad safety, and content moderation.
--The newspaper pointed out that Musk stressed that freedom of expression is more important than losing advertising money, and proposed a “reasonable compromise” that guarantees the public a “voice” while advertisers focus on the normal work of improving sales and the perception of their brands.
Musk did not miss the opportunity to talk about a new plan to solve Twitter’s problems with rejected tweets, which the company announced earlier. Describing it as a way to reduce the visibility of hate speech and similar problems without removing tweets that violate the rules, it is flagging those tweets.
Yacrino has worked for more than a decade as director of global advertising and partnerships, and has a major role in finding “the best ways to measure advertising effectiveness,” according to the newspaper, not to mention her role in launching the “Peacock” broadcast service.
Musk’s announcement of a new CEO comes days before one of NBC Universal’s largest annual promotional conferences in New York.
Iacarino oversees about $13 billion in annual advertising revenue, has close relationships with major marketing and advertising agencies around the world, and is known for her negotiating skills, which advertising industry workers describe as a “velvet hammer”.
