Twitter's newly appointed CEO is Working on Measures to Restore Advertisers to the Platform: According to a Report

According to the Financial Times (FT), Twitter's new CEO, Linda Yaccarino, is working on a variety of steps to entice advertisers that deserted the site under Elon Musk's ownership, including establishing a video advertisements business, seeking more celebrities, and increasing personnel.

According to three people familiar with the issue, Yaccarino, who took over as CEO on June 5, plans to introduce full-screen, sound-on video advertising that will be presented to users scrolling through Twitter's new short-video stream.

According to the article, she is in negotiations with Alphabet-owned Google about a bigger agreement that would involve advertising and access to some of Twitter's data.

According to the publication, Twitter also intends to consolidate several contracts with tech giants such as Amazon.com, Salesforce, and IBM into a single larger agreement.

Twitter did not immediately react to a request for comment on the allegation from Reuters.

Reuters reported earlier this month that Twitter intends to focus on video, creative, and commerce partnerships to expand its economy outside digital advertising.

Following Musk's acquisition of Twitter in October, the social media company experienced months of turmoil, including hundreds of layoffs, criticism about inadequate content moderation, and an exodus of many sponsors who did not want their advertising to show next to bad content.