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Ex -NBCU ad executive Linda Yackerino’s tenure at x A. Only two years from the beginning to the end – it may be fairly short – but he was able to impact new data from the advertising business of social networks, advertising intelligence agencies Guideline Show It says that Yacherino will leave X in a better position with his advertisers.
In the United States, advertising costs have increased by 62% over the years in the first half of 2025, the guideline note. Also, before Yatcharino Claim 96% of the X’s advertisers returned to X until May 2025.
However, it takes time to turn toward X’s ad business and it is Goes from an upset businessThe
Yackerino’s departure can have a significant impact on X’s profit, as the company is not ready to depend on other revenue flow. It X -Premium subscriptionFor example, only account for a small part of his business and it Not yet turned on Its a wide ambition around Service to provide an X MoneyThe
Yatcharino first Joined X in June 2023 After spending almost 12 years at the NBC Universal, where he was the chairman of the global advertising and partnership. At that time, X (then called Twitter) was a critical advertisement in the recession.
Many of the initial cuts of advertising expenditure were encouraged by Elon Mask’s network Techover in October 2022. Cut To Twitter staff, With Its trust and protection DivisionIncorrect information and disgusting speech stretch – Which advertisers Did not want anything To do withThe Reuters mentions that between 30 top advertisers are 14 Shut off all their ads on the platformAnd four advertisers reduced their expenses from 92% to 98.7%.
Guideline data found that Twitter/X’s US ad dollars in two years between Q3 2022 and Q3 2024 were reduced to 89% of the US ad. (These degrades actually started in Q222, the company that bought 9.4% of the company’s 9.4% of the company after being published, the firm told TechCrunch via email)).
Early 2023, Report has been published Over 500 advertisers on Twitter left the platform, and the fourth-fourth-fourth income was reduced by 35%.
The New York Times quotes internal documents that the Social Network US ad business was reduced to 59% compared to a year agoThe first week of April 1 to 2023 reached from five weeks to $ 88 million to $ 88 million. Its weekly sales estimates were less than 30%. X then tried Tempt to advertiser with advertising creditThe
It was an indication that Yackerino was working behind the screen to repair things.
A year after he joined X, the Times reported 65% of advertisers came backBy quoting the internal meeting recording in the organization. In August 2023, Yackerino has claimed that X’s operational run rate was “break even”.
But that year, the situation worsened again.
In November 2023, Brands, including Apple, Disney and IBM, have given their advertising expenses on X In the context of approval of an antisemitic post of musk. According to the emergarter estimate, the social network was already in the track to reduce around 55% of global advertising years and threatened the boycott to make the situation worse.
In his time with the company, Yackerino was also a challenge for Yackerino. X Owner and SpaceX Executive Famously the X -advertiser left for Their departure is called a form of blackmail “Go to F -yourself”. Does not work while cursing them toward, X instead of suitThey had an “illegal boycott” called. (The case was Expanded Early 2025 to include more advertisers like Lego and Shell))
The case of litigation has worked – agencies including Verizon and Ralph Loren, To resume ads on the platform after receiving legal threatsThe Wall Street Journal reports in June 2025. The World Federation of Advertisers (WFA) also Operation suspended The Global Alliance for Delusion Media (GARM) is non -profit after the case is filed against it.
The guideline data also indicates that X. The X has seen our advertising expenses since December 2021 – for the first time after purchasing the musk company, it said. Q3 from 2024 to Q4 2024 has increased by 37.7%of the influenced by the US presidential election.
During Yackerino, X also created steps to ensure more brand protection, Partnership with AdTEC Organizations If ads are kept around inappropriate content, Doublevarify and Integral AD Science (IAS) to warn them. It Providing brand tools to adjust sensitivity Their ads were displayed in the app, where more “relay” ad slots would be spent less and high protection concerns would be paid more. Later, X advertisers introduce ways to run their ads A revised set of content manufacturers.
None of them did not prevent X to be a controversial platform in advertising protection.
This week, for example, the site’s AI Bot Grock The railroad has closed After gaining antisemitic outburst experience It requires x to take offlineThe Now, instead of facing another ad crisis, Yackerino is leaving – though his decision was Grock has been created before the eventAccording to the New York Times.