Linda Yaccarino's tenure at X resulted in a 62% increase in U.S. advertising spending year-over-year by the first half of 2025. Despite facing an advertising downturn due to Elon Musk's takeover, 96% of advertisers returned as of May 2025. Yaccarino's departure raises concerns about X's reliance on advertising for profitability since alternative revenue streams have not matured. The previous two years saw a decline, with 89% of U.S. ad dollars lost between Q3 2022 and Q3 2024 due to misinformation and advertiser hesitance during Musk’s leadership.
Yaccarino's departure could have a significant impact on X's profitability, as the company is nowhere near ready to rely entirely on other revenue streams.
In the U.S., ad spending was up 62% year-over-year as of the first half of 2025 following Yaccarino's initiatives to revive the ad business.
With cuts to Twitter staff, misinformation and hate speech proliferated - which advertisers wanted nothing to do with, resulting in drastic cuts to ad spending.
Guideline's data found that 89% of Twitter/X's U.S. ad dollars were eroded in the two years between Q3 2022 and Q3 2024.
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