Twitter’s CEO, Linda Yaccarino, is determined to win back advertisers who have abandoned the platform during Elon Musk’s tenure. In an effort to attract advertisers, Yaccarino plans to introduce full-screen video ads that will be displayed beneath Twitter’s short-form video feed. Additionally, she aims to streamline commerce on Twitter by building a digital wallet and forging partnerships with tech platforms like Google to enhance access to Twitter’s data for advertising purposes.

Yaccarino is also focused on improving Twitter’s relationship with media partners, talent agencies, and publishers. She intends to organize in-person meetups to engage with industry stakeholders and entice influential figures to join the platform. Furthermore, Twitter seeks to establish collaborations between creators, celebrities, politicians, and advertisers for brand deals and sponsorships. While these initiatives show promise, media executives are not entirely convinced. Their main concern revolves around Twitter’s brand safety issues that have plagued the platform under Musk’s leadership.

Katrina Stroh, VP at Media+, believes that emphasizing a performance-based ad model may attract advertisers who prioritize e-commerce and return on investment, rather than brand safety. Stroh suggests that Yaccarino’s plans may face resistance from advertisers who have already invested in safer video environments for their brand awareness campaigns, considering the negative perception surrounding Twitter’s brand safety. Stroh also notes that Yaccarino’s focus on simplifying commerce aligns with Twitter’s text-heavy user experience, but Twitter lags behind competitors when it comes to advertising sophistication in the short-form video space.

Noah Mallin, chief strategy officer at IMGN Media, concurs that addressing issues such as user verification, spam, and hate speech should take precedence over turning Twitter into another platform for posting TikTok content. He believes that video ads alone will not be the solution to Twitter’s problems, as this approach has failed for publishers in the past. Mallin further asserts that while Yaccarino’s ad expertise and strong relationships may entice brands to return in the short term, sustained success hinges on creating a safer environment on Twitter. Yaccarino has acknowledged the brand safety issue and has taken steps to address it, such as advocating for Twitter’s rejoining of the Tech Coalition, an organization focused on combatting child sexual abuse online.

While Yaccarino’s plans to introduce video ads and streamline commerce on Twitter are met with interest, media executives remain skeptical. The priority for advertisers lies in resolving Twitter’s brand safety issues, which have tarnished the platform’s reputation. Yaccarino’s initiatives must address these concerns to regain the trust of advertisers and make Twitter a safer space for all users.

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