Elon Musk, the billionaire owner of Twitter, will be making a rare appearance in the ad world next month in Miami. He will be interviewed by NBCUniversal’s Linda Yaccarino at Possible, a marketing trade conference, and is expected to hold private meetings with major marketers. The event is set to host top representatives from major brands such as AT&T, Colgate-Palmolive, Walmart, e.l.f. Beauty, as well as celebrities like LL Cool J and Alex Rodriguez.

Musk’s attendance at Possible could indicate that he is taking a more active role in Twitter’s advertising strategy. Recently, the Twitter ad team underwent a reorganization, with all sales reps reporting directly to Musk. He is reportedly being more hands-on in the negotiating process, while Chris Riedy, who has been the head of ad sales and other operational roles, remains at Twitter despite previous reports that he had been cut in a round of layoffs. Twitter declined to comment on the matter.

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