Linda Yaccarino is stepping down as CEO of X after more than two years, marking a tumultuous period since Elon Musk's takeover. During her tenure, questions arose about her authority, as Musk often undermined her position. Yaccarino aimed to restore relationships with advertisers but faced significant challenges, as ad spending on the platform dropped by more than half between 2022 and 2023. Despite a partial recovery, the platform remains under scrutiny. The future leadership situation is uncertain, with speculations about whether Musk will hire a replacement or assume the role himself.
When @elonmusk and I first spoke of his vision for X, I knew it would be the opportunity of a lifetime to carry out the extraordinary mission of this company. I'm immensely grateful to him for entrusting me with the responsibility of protecting free speech, turning the company around, and transforming X into the Everything App.
Yaccarino's departure marks the end of two tumultuous years at the platform, whereby for a lot of her earlier tenure, the industry wondered how much power she truly had, working for X owner, billionaire Elon Musk.
Now, with Yaccarino on her way out, it's unclear whether Musk will bother finding a replacement or simply absorb the role himself as he's done before.
According to eMarketer, ad spend on X more than halved between 2022 and 2023, following the takeover. But since then, spend did return - just nowhere near to the extent it was before Musk.
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