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Business News/ Technology / News/  Twitter's new CEO Linda Yaccarino implements strategies to attract advertisers and revitalize platform: Report

Twitter's new CEO Linda Yaccarino implements strategies to attract advertisers and revitalize platform: Report

Linda Yaccarino, CEO of Twitter, is implementing strategies to attract advertisers back to the platform. This includes video ads, celebrity partnerships, and expanding the workforce.

For representation purposes (AFP)Premium
For representation purposes (AFP)

Linda Yaccarino, the new CEO of Twitter, is implementing a range of strategies to attract back advertisers who abandoned the platform during Elon Musk's tenure, reported Financial Times (FT). These measures include the introduction of a video advertising service, actively pursuing additional celebrities to join the platform, and expanding the company's workforce.

According to the sources familiar with the matter cited by the newspaper, Linda Yaccarino, who assumed the role of CEO on June 5, intends to introduce video advertisements with full-screen display and sound-on capabilities. These ads will be displayed to users as they scroll through Twitter's recently added short-video feed.

According to an individual familiar with the situation mentioned in the report, Linda Yaccarino is engaged in discussions regarding a more extensive collaboration with Google, which is owned by Alphabet. This partnership would encompass advertising initiatives and provide Google with access to certain data from Twitter.

Additionally, the newspaper states that Twitter has aspirations to reevaluate its existing contracts with various technology companies, including, Salesforce, and IBM. The goal is to consolidate these contracts into broader partnerships that encompass a wider range of collaboration and cooperation.

Previously, Reuters reported that Twitter's strategy for rejuvenating its business extends beyond digital advertising and involves emphasizing video, creator, and commerce partnerships.

Following Elon Musk's acquisition of Twitter in October, the company experienced a turbulent period marked by numerous challenges. These included significant workforce reductions, scrutiny over inadequate content moderation, and the departure of numerous advertisers who were concerned about their ads being displayed alongside inappropriate content.

Meanwhile, Twitter Chief Executive Linda Yaccarino intervened to help repair the relationship between the social-media company and Alphabet’s Google after a payment issue, a person familiar with the matter said, an early example of the new CEO’s management style.

Twitter is now paying Google for its cloud services after not consistently paying some of those bills, people familiar with the matter said. Those bills amounted to more than $20 million a month recently, people familiar with the matter said.

(With inputs from Reuters)

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Published: 29 Jun 2023, 10:51 AM IST
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