Twitter CEO implements methods to draw advertisers and revitalize platform

Linda Yaccarino, the brand new CEO of Twitter, is implementing a spread of methods to draw again advertisers who deserted the platform throughout Elon Musk’s tenure, reported Financial Times (FT). These measures embody the introduction of a video promoting service, actively pursuing extra celebrities to affix the platform, and increasing the corporate’s workforce.

According to the sources conversant in the matter cited by the newspaper, Linda Yaccarino, who assumed the position of CEO on June 5, intends to introduce video ads with full-screen show and sound-on capabilities. These advertisements will probably be exhibited to customers as they scroll by way of Twitter’s just lately added short-video feed.

According to a person conversant in the scenario talked about within the report, Linda Yaccarino is engaged in discussions concerning a extra intensive collaboration with Google, which is owned by Alphabet. This partnership would embody promoting initiatives and supply Google with entry to sure information from Twitter.

Additionally, the newspaper states that Twitter has aspirations to reevaluate its current contracts with varied know-how corporations, together with Amazon.com, Salesforce, and IBM. The objective is to consolidate these contracts into broader partnerships that embody a wider vary of collaboration and cooperation.

Previously, Reuters reported that Twitter’s technique for rejuvenating its enterprise extends past digital promoting and entails emphasizing video, creator, and commerce partnerships.

Following Elon Musk’s acquisition of Twitter in October, the corporate skilled a turbulent interval marked by quite a few challenges. These included important workforce reductions, scrutiny over insufficient content material moderation, and the departure of quite a few advertisers who had been involved about their advertisements being displayed alongside inappropriate content material.

Meanwhile, Twitter Chief Executive Linda Yaccarino intervened to assist restore the connection between the social-media firm and Alphabet’s Google after a fee subject, an individual conversant in the matter mentioned, an early instance of the brand new CEO’s administration fashion.

Twitter is now paying Google for its cloud companies after not persistently paying a few of these payments, individuals conversant in the matter mentioned. Those payments amounted to greater than $20 million a month just lately, individuals conversant in the matter mentioned.

(With inputs from Reuters)

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Updated: 29 Jun 2023, 10:52 AM IST

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