ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Article |
 Jul 16, 2025

Why is MMM making a comeback?

Article |
 Jul 16, 2025

Jewelry emerges as luxury’s bright spot

Article |
 Jul 16, 2025

Marketers risk missing AI traffic by ignoring desktop

Article |
 Jul 16, 2025

Google, Anthropic, OpenAI, Meta: We’re losing visibility into AI

Article |
 Jul 16, 2025

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Marketers rush to unify social, CTV strategies

Article |
 Jul 15, 2025

AI summaries in Google’s news feed could undercut publisher traffic—again

Article |
 Jul 15, 2025

Critics of UnitedHealth Group get louder as the health insurer attempts to quiet them

Article |
 Jul 15, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Must-Do’s for Twitter’s New CEO

3 Things That Should Be on Linda Yaccarino’s Priority List

Report by Jasmine Enberg  |  May 18, 2023
Download
Must-Do’s for Twitter’s New CEO: 3 Things That Should Be on Linda Yaccarino’s Priority List
Share
Table of Contents
Report Snapshot
Priority No. 1: Yaccarino must win back advertisers.
Priority No. 2: Handle Elon Musk effectively.
Priority No. 3: Make way for platform X.
Sources
Media Gallery
About This Report
Linda Yaccarino is exactly the type of leader Twitter needs to start rebuilding the company’s ad business. But will Yaccarino’s vast experience and strong ties to the advertiser community be enough to convince advertisers to return? And can she avoid clashing with the mercurial Elon Musk?
Topics
Social Media Ad Spending
Social Media Users
Worldwide
United States
Table of Contents
Report Snapshot
Priority No. 1: Yaccarino must win back advertisers.
Priority No. 2: Handle Elon Musk effectively.
Priority No. 3: Make way for platform X.
Sources
Media Gallery

Report Snapshot

As the new CEO of Twitter, Linda Yaccarino will have her hands full from day one. The former chairman of global advertising and partnerships at NBCUniversal must walk a fine line between reviving the ad business and supporting Elon Musk’s vision for the platform.

Key Question: Can Linda Yaccarino turn Twitter’s cratering ad business around?

Twitter Net Ad Revenues Worldwide, 2019-2023 (billions, % change, and % of total digital ad spending)
E-Mail ChartDownload

KEY STAT: In March, we predicted that Twitter’s worldwide ad revenues would plummet by 27.9% in 2023, largely due to issues caused or exacerbated by Musk.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Report Snapshot
  2. Priority No. 1: Yaccarino must win back advertisers.
  1. Priority No. 2: Handle Elon Musk effectively.
  2. Priority No. 3: Make way for platform X.
  1. Sources
  2. Media Gallery

Charts in This Report

Twitter Net Ad Revenues Worldwide, 2019-2023 (billions, % change, and % of total digital ad spending)Do US Adults Think Musk Stepping Down* as CEO Is a Positive or Negative Development for Twitter? (% of responses, May 2023)
US Adults' Familiarity With Select Social Media Subscriptions, March 2023 (% of respondents)

authors

Jasmine Enberg

Contributors

Jennifer Merritt
Vice President, Content
Paul Verna
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo