But Yaccarino will have to be the adult in the room who’s tasked with reestablishing and growing Twitter’s advertising business, which has seen a major decline since Musk took over in October.Īccording to the analytics firm Sensor Tower, Twitter’s top 10 advertisers spent $7.6 million on ads at the beginning of the year - down from the $71 million spent between September and October. “If NBCU is a sale or spinoff target in the next year or two, her future may have been uncertain anyway,” a source speculates.Īnd Twitter, while it may not be the platform it once was, still carries an estimated $20 billion valuation, higher than that of, say, Paramount, which has a market cap of $10 billion. Given her stature at NBCU, it’s possible that Yaccarino may have seen the writing on the wall after NBCU parent Comcast made it clear that the company was in no rush to replace its recently ousted CEO Jeff Shell, who was fired in April due to an “inappropriate relationship” with a CNBC journalist. Inside NBCU, she expanded her portfolio over time, ultimately assuming oversight of all advertising and partnerships for the company and structuring her division as a small company in its own right, complete with a designated CMO, technology division and multiple presidents reporting up to her. The exec is known for her charismatic stage presence and tough negotiating tactics. Multiple sources who have worked with Yaccarino over the years say they are not surprised that she would jump at the opportunity. She will be doing so as advertiser concerns around brand safety are at seemingly an all-time high, with those concerns being exacerbated by the unpredictable behavior of Twitter’s leader, Elon Musk. Now, Yaccarino finds herself in the position of running one of those social media giants. “But for clients that don’t have this content, or the brands that have no idea what their ad is running next to, unfortunately this time is cause for great alarm.” “It is something we don’t have to think about, and our clients don’t have to think about,” she said. TV and NBCUniversal, Yaccarino argued, are “premium content.” The stuff on the platforms of the tech giants? Not so much. Fewer Stars, Fewer Shows, Fewer CEOs and More Picket Lines as Upfronts Wrap
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