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Exec former NBCU Exec Linda Yakino’s duration x in x Perhaps it was somewhat short – just two years after the beginning to the end – but it was able The guideline principle He appears. You will leave Yaccarino X in a better position with its advertisers more than it has found.
In the United States, advertising spending increased by 62 % year on an annual basis in the first half of 2025, guidance notes. In addition, Yakarino previously Claim 96 % of advertisers X returned to X as of May 2025.
However, it took some time to turn the X’s Advertising works, which is It is still troubled.
Yaccarino’s departure can have a significant impact on X profitability, because the company is not ready to fully rely on other revenue flows. that it Excellent subscriptionsFor example, just calculate a small part of its business, and information technology It has not yet been launched Her best ambitions around her X fund payment service.
Yaccarino first Join X in June 2023 After spending nearly 12 years at NBCunivesal, where she was the head of international advertisements and partnerships. At that time, X (then called Twitter) faced a decrease in the advertisement.
It prompted many initial discounts to spend the advertisement by acquiring Elon Musk on the network in October 2022. Discounts For Twitter employees, Incurred Her confidence and safety to divideWrong information and hate speech spread – Any advertisers Nothing wants To do. Reuters noticed that 14 of 30 senior advertisers Stop all their ads on the platformFour advertisers reduce their spending from 92 % to 98.7 % at the time.
The guideline principle data found that 89 % of the US TWAR/X Declaration was eroded during the two years between Q3 2022 and Q3 2024. (These declines have already started in the second quarter of 2022, after it was revealed that Musk bought a 9.4 % stake in the company.
By early 2023, Reports appeared More than 500 Twitter advertisers have left the platform, and the revenues of the fourth quarter decreased by 35 %.
Quoting the internal documents, the New York Times reported that the social network American advertising works decreased by 59 % from the previous yearFrom the five weeks between April 1 and the first week of May 2023, up to $ 88 million. Weekly sales forecasts also decreased by up to 30 %. X and then try Attract advertisers again with advertising credits.
There were hints until Yakino was working behind the scenes to fix things.
A year after joining X, the Times mentioned this 65 % of advertisers returnedQuoted from the company’s interior meetings. In August 2023, Yakarino claimed that The X operating rate of X was close to “Break Ek”.
But the situation worsened again that year by boycotting an advertisement.
In November 2023, Trademarks, including Apple, Disney and IBM, have stopped spending their ads on X Following the support of musk for Maadi Center for Semitism. The social network was already on the right path to a decrease of about 55 % on an annual basis in spending ads around the world, according to Emarketer estimates, and this boycott threatened to worsen the situation more.
Musk was also a challenge for Yaccarino during its period with the company. Owner X and Spacex Exec Tell the advertisers x famous x they leave To “Go F – yourself”, describing their departure with some extortion. When insulting them did not succeed, X prosecution insteadSaying to them was a “illegal boycott.” (The lawsuit was expanded In early 2025 to include more advertisers, such as LEGO and Shell.)
Advocacy – Companies, including Verizon and Ralph Lauren, The announcement on the platform resumed after receiving legal threatsThe Wall Street Journal reported in June 2025. The World Federation of advertisers (WFA) as well Hung From its global alliance to the non -profit official media (GARM) after filing the lawsuit against it.
The guideline principle data also indicates that X has witnessed an increase in the spending of advertisements in the United States since December 2024 – the first time since Musk bought the company. From Q3 2024 to Q4 2024, spending increased by 37.7 %, affected by the US presidential elections.
During the time of Yaccarino, X also made moves to ensure more brand safety, Partnership with Adtech companies Explain double ads science and integrated ads (IAS) to warn if ads are placed about inappropriate content. also Trademark tools provided to adjust allergies From where their ads were shown on the application, more “comfortable” ads holes are charged with less, and those who have higher safety concerns will pay higher safety. Later, X provided ways for advertisers to run their ads beside Coordinated group of content creators.
None of this X was prevented from being a controversial platform regarding advertising safety.
This week, for example, AI BOT GROK site on the site I got out of the bars After experimenting with anti -Semitic explosions X demand to take it in a non -call mode. Now, instead of facing another advertising crisis, Yaccarino leaves – although its decision was According to what was made before the Grok incidentAccording to the New York Times.