After years of directing brands from social media and to NBCUniversal, the exec will have an uphill battle to sell buyers.
TV and NBCUniversal, Yaccarino argued, are “premium content.” The stuff on the platforms of the tech giants? Not so much. “It is something we don’t have to think about, and our clients don’t have to think about,” she said. “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.”
Multiple sources who have worked with Yaccarino over the years say they are not surprised that she would jump at the opportunity. The exec is known for her charismatic stage presence and tough negotiating tactics.
And 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. 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.
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