Financial TimesFinancial Times

Linda Yaccarino’s vision for Twitter 2.0 emerges

By Hannah Murphy

28 Jun 2023 · 5 min read

Twitter’s new chief executive, Linda Yaccarino, is preparing a series of measures to bring back advertisers who had abandoned the platform under Elon Musk’s ownership, including introducing a video ads service, wooing more celebrities and raising headcount. 

The former NBCUniversal advertising head, who started as chief executive on June 5, is seeking a to launch full-screen, sound-on video ads that will be shown to users scrolling through Twitter’s new short-video feed, according to three people familiar with the situation. 

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