Twitter CEO working to bring advertisers back to platform

Twitter CEO Linda Yaccarino is working to bring back advertisers who left the platform under Elon Musk’s ownership.

Twitter's new chief executive, Linda Yaccarino, is working on a slew of measures to bring back advertisers who left the platform under Elon Musk's ownership, including introducing a video ads service, pursuing more celebrities and raising headcount, the Financial Times (FT) reported on Wednesday.

Yaccarino, who started as CEO on June 5, is planning to launch full-screen, sound-on video ads that will be shown to users scrolling through Twitter's new short-video feed, the newspaper reported, citing three people familiar with the situation.

She is in talks about a broader partnership with Alphabet-owned Google that would include advertising and access to some of Twitter's data, the report said, citing someone familiar with the matter.

Twitter also hopes to renegotiate multiple contracts with tech companies such as Amazon.com, Salesforce and IBM into single broader partnerships, according to the newspaper.

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Twitter did not immediately respond to a Reuters request for comment on the report.

Reuters earlier this month reported that Twitter plans to focus on video, creator and commerce partnerships to revitalise the social media company's business beyond digital advertising.