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Designated Friday as the future boss of Twitter, Linda Yaccarino is a respected personality in the world of media and with a strong personality, considered by some to be a visionary. Coming from a family of Italian origin, she has spent her entire career in television, with a first stop of twenty years within the Time Warner group, which has since become Warner Bros Discovery.
To join the blue bird social network, she left NBCUniversal, where she had just spent twelve years and where she was responsible for .
“I fell in love with content at a very young age,” she explained, in 2021, in an episode of the “Great Minds” podcast. “I really thought I was going to do television production. (…) I wanted to create the new Sesame Street», a very popular children’s television program in the United States.
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The path to streaming
As a student at Penn State University (Pennsylvania), she discovered the audiovisual economy and was passionate about the monetization of content, an interest that would structure her professional career.
At NBCUniversal, a subsidiary of cable operator Comcast, she overhauled the strategy to support the shift of video from traditional television to streaming.
Linda Yaccarino notably unified all of the group’s channels and channels on a single platform to facilitate and rationalize advertisers’ expenditure. It also focused on audience measurement and effectiveness, to enable brands to more effectively assess the impact of their campaigns.
This senior executive comes to Twitter with a rich experience that combines the vision of advertisers with that of the media and broadcasters.
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A focus on content moderation
A few weeks ago, she did not hesitate to give some advice to Elon Musk when she interviewed him in front of an audience of advertisers, as part of the “Possible” marketing conference, in Miami, in mid-April. .
Advertisers “need to feel that the opportunity exists for them to influence what you are building,” she told the billionaire. The goal, she suggested, is “to make Twitter a place where they’ll be excited to spend more money (on ),” emphasizing “product development, security and moderation of content”, a subject that has worried advertisers since the takeover by Elon Musk.
Linda Yaccarino also brings to Elon Musk her vast networks, in and the media but also beyond. She is indeed involved in the World Economic Forum in Davos and was, for a time, part of the presidential council on sport, exercise and nutrition, attached to the White House.
Institutional affiliations that are not to the taste of all fans of the billionaire, who does not hide his contempt for the press and certain authorities. The conservative site OutKick thus notably decried its pro-vaccine positions and in favor of health restrictions during the Covid-19 pandemic.
May our children be “critical thinkers”
On Twitter, Linda Yaccarino displays her taste for fashion and sport, especially horse racing. His posts are mostly about events related to his work, with a few exceptions.
“If we let go of our history, how are our children going to learn from it? How can we teach them to be curious and to debate productively? How can we raise them to become critical and innovative minds?” she said recently, in response to a news article about the poor performance of American middle school students on a national examination on the history of UNITED STATES.
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