‘Still not a top tier ad platform’: Advertisers on Linda Yaccarino’s departure as CEO of X

Linda Yaccarino had the title. She had the industry patter, the resume and the profile. What she didn’t have was control — or at least not the kind that mattered.

Her role was never about real power. It was about optics: a seasoned media executive instilled to calm brands and play the adult in the room while the walls burned. But this wasn’t just a case of being handed a no-win script. Yaccarino made her own choices too.

She defended the platform as advertisers fled. She echoed her boss Elon Musk’s talking points, sometimes twisting data and ducking responsibility. And she reportedly leaned into tactics that blurred ethical lines. She wasn’t just along for the ride. At times, she helped steer it. 

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