Linda Yaccarino Faces Uphill Battle to Save Twitter from Hate, Racism, and Extreme Anti-Semitism Can the New Twitter CEO
Overcome the Platform's Toxicity Under Elon Musk's Ownership? Or will she become the Chief Fascist?
In the wake of a series of controversies and mounting concerns over hate speech, racism, and extreme anti-Semitism on Twitter, all eyes are now on Linda Yaccarino, the newly appointed CEO, to see if she can save the platform
from its current state of toxicity. Yaccarino's arrival comes amid a sharp decline in ad revenue as major corporations distance themselves from the social media giant, fearing its association with hate-filled content under Elon Musk's ownership. Since Musk's acquisition of Twitter
in October 2022, the platform has witnessed a disturbing surge in antisemitic posts, according to research conducted by CASM Technology and the Institute for Strategic Dialogue. The analysis revealed a "major and sustained spike" in English-language antisemitic tweets, with the weekly average increasing by 106 percent in the three months after Musk's takeover. This concerning trend has
prompted high-profile Jewish organizations to criticize Twitter for its lack of proactive response to the issue. The responsibility to address this situation now falls on Linda Yaccarino, a seasoned media executive known for her tough negotiating style and deep industry relationships. However, some skeptics suggest that Yaccarino's appointment may be an attempt by Musk to deflect blame,
while he himself lacks the desire to control the platform's anti-Jewish rhetoric. Ironically, Yaccarino's previous stance on social media's unpredictability and the potential hazards it poses to advertisers may now come back to haunt her. As the former chief advertising executive of NBCUniversal, she had warned about the lack of brand safety and the erosion of trust associated with
user-generated content on social media platforms. Her task now is to convince those same advertisers to return to Twitter, despite their concerns about its toxic environment. Yaccarino's vast experience and industry knowledge make her well-suited for the job, according to Sir Martin Sorrell, founder of marketing services giant WPP. Having spent time with Yaccarino at advertising events,
Sorrell believes she understands the needs of advertisers in both traditional and digital contexts. However, the challenge remains formidable, as Twitter's ad sales have plummeted from approximately $5 billion to what some estimate is under $1 billion due to brands hesitating to align themselves with Musk's relaxed content moderation policies. The relationship between Musk and Yaccarino has
already shown signs of tension, with the new CEO cautiously criticizing Musk's decision-making and his late-night Twitter activity. While Yaccarino suggested holding Musk to a higher standard of conduct due to his ownership of the platform, Musk defended his commitment to freedom of speech. This disagreement raises questions about the extent to which Yaccarino will be able to steer Twitter's course without hindrance. Critics have also scrutinized Yaccarino's background, looking for hints about her potential decision-making strategy. As chair of the taskforce on the future of work at the World Economic Forum, she has faced conspiracy theories and criticism from some quarters. Concerns have been raised about her potential impact on Twitter's absolutist free speech policy, given her involvement with events criticized by Musk. However, Musk has urged critics to give Yaccarino
a chance while reiterating his commitment to preserving free speech on the platform. Yaccarino's task to revitalize Twitter's advertising business is undoubtedly challenging. With her deep industry connections and professionalism, she possesses the necessary qualifications to lead the platform's resurgence. However, the crucial question remains: Will Musk provide her with enough autonomy to
address the brand safety issues that advertisers are deeply concerned about? As Yaccarino takes the helm of Twitter, her primary focus will be to rebuild trust with advertisers who are increasingly wary of associating their brands with a platform tainted by hate and controversy. The decline in ad revenue, coupled with the exodus of major corporations, has dealt a severe blow to Twitter's
financial prospects. The company's reputation as a safe advertising environment has been tarnished, and it will be Yaccarino's responsibility to restore faith in the platform. Yaccarino's extensive industry experience and her ability to forge strong relationships with advertisers give her an advantage in this uphill battle. Her tenure at NBCUniversal and Turner Broadcasting has equipped her
with a deep understanding of the advertising landscape and the challenges faced by brands in the digital age. She has successfully navigated the complexities of the media industry, and her negotiation skills have earned her the nickname "Velvet Hammer." However, Yaccarino's task is not simply to woo advertisers back to Twitter; it is also to address the underlying issues of hate speech,
racism, and extreme anti-Semitism that have plagued the platform. While Twitter has taken steps to combat these problems in the past, the recent surge in hateful content demands a more proactive approach. The question of whether Yaccarino can truly save Twitter from its toxic environment goes beyond her professional capabilities. It delves into the intentions and actions of Elon Musk, the
platform's owner. Musk's commitment to freedom of speech has been at odds with the need to regulate harmful content, and this ideological clash has fueled concerns about his willingness to tackle the platform's underlying issues. Musk's decision to appoint Yaccarino as CEO could be seen as an attempt to shift blame or appease critics. While Yaccarino's reputation may suffer if Twitter's
anti-Jewish rhetoric remains unchecked, it ultimately falls on Musk to demonstrate a genuine commitment to combating hate speech and fostering a more inclusive online community. The road ahead for Yaccarino is undoubtedly challenging. She must strike a delicate balance between reestablishing Twitter as an attractive advertising platform and ensuring the platform takes a strong stance against
hate and extremism. The success of her tenure will depend not only on her leadership and industry expertise but also on the willingness of Elon Musk and the Twitter team to enact meaningful change. Twitter has the potential to be a powerful platform for positive dialogue and connection. It has been a catalyst for social movements, a source of news and information, and a platform for public
discourse. However, its potential can only be fully realized if it can effectively address the issues of hate, racism, and extreme anti-Semitism that have plagued it in recent years. As Linda Yaccarino assumes her role as CEO, the eyes of the public, advertisers, and advocacy groups will be on her. Her success or failure in transforming Twitter into a more inclusive and responsible platform
will not only shape the future of the company but also influence the broader conversation around online hate speech and the responsibilities of social media platforms. Twitter's fate hangs in the balance, and it is up to Yaccarino and the collective efforts of the Twitter team to determine whether the platform can rise above its current challenges and become a beacon of positive engagement
in the digital sphere. The world is watching, and the stakes could not be higher. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
In the battle of vowels, AI and the EU clash while we, mere spectators, utter an amused "O". Bing's AI chat gets a boost with visually optimized answers, image knowledge charts, and other nifty features. But hold on! The European Parliament approves the EU AI Act, unleashing a barrage of rules on providers
like ChatGPT. Safety checks, data governance, and copyright compliance are now the name of the game. Brace yourself, AI in the EU might face a bumpy road ahead, but who knows? Maybe other countries will follow suit. Until then, let's play the waiting game with a side of intrigue.
This year's ad benchmarks are in, revealing insights into the performance of search campaigns. WordStream's study of over 17,000 search ad campaigns highlights the increasing
volatility due to internal and external factors. While cost per click (CPC) rose for the majority of industries, click-through rate (CTR) improved for most. Unfortunately, conversion rates (CVR) dipped for many sectors, and cost per lead (CPL) increased across the board, with a few exceptions. But fear not! Some industries outshine the rest. Arts & Entertainment, Sports and Recreation, and Travel boast high CTRs, while Legal services struggle. Legal services also face the highest
CPC, whereas Real Estate, Arts & Entertainment, and Travel enjoy lower costs. Animals and Pets, Physicians and Surgeons exhibit impressive CVRs, while Apparel, Fashion, and Jewelry, as well as Furniture, struggle. Careers and Employment, Legal Services, and Furniture have the highest CPL, while Pets and Shopping, Collectibles, and Gifts enjoy lower costs. So, whether for your own campaigns or to impress your clients, these industry breakdowns can be quite enlightening.
Nike finds itself in hot water as a customer accuses the brand of greenwashing. The lawsuit claims that Nike misleads consumers with deceptive statements about the sustainability of its products, falsely presenting them as made with recycled fibers and capable of reducing carbon footprints. The plaintiff argues that she wouldn't have purchased the items had she known the truth. With the rise of eco-friendly fashion and increased scrutiny, companies are
under pressure to market their products as sustainable, often leading to vague standards and the practice of "greenwashing." Other retailers like Walmart and H&M have faced similar allegations in the past, emphasizing the need for transparency and authenticity in sustainability strategies. Nike's commitment to these principles is now in question as it faces this lawsuit.
Yelp
has announced new integrations and features for Yelp Guest Manager, aiming to provide restaurants with access to a vast diner network and empower front-of-house staff to enhance efficiency and serve more guests. The partnerships with Toast and Reserve with Google expand the capabilities of Yelp Guest Manager, enabling diners to reserve tables or join waitlists directly from Google Search and Maps. Yelp's integration with Reserve with Google allows reservations for over 64 million
consumers, surpassing OpenTable. The integration with Toast offers insights from the point-of-sale system, automates table status updates, and facilitates integration with other restaurant technologies. Yelp has also improved features such as credit card holds, reservation planning, and table management. These advancements come as Yelp reports increased net revenue primarily driven by advertising growth in the restaurant and retail sectors. Leveraging AI and large language models, Yelp utilizes
its first-party dataset to provide seamless search and discovery experiences for consumers seeking local businesses.
multilocal, a supply-side expert in programmatic advertising, has made new appointments to strengthen its APAC operations. Justin Lim, with extensive experience in ad tech and programmatic media buying, joins as the new General Manager for APAC. Ryan Nash, an accomplished sales manager with expertise in digital strategy, takes on the role of Sales
Director. multilocal focuses on delivering global audiences and simplifying programmatic ad placements for clients, enabling improved efficiency and effectiveness. The company's CEO, James Leaver, expresses confidence in the new hires' ability to contribute to multilocal's expansion and innovative approach in the APAC market.
In a world filled with noise and short attention spans, breaking through and reaching potential customers has become increasingly challenging. This
has led to the rise of affiliate marketing as an innovative method to get products and services seen by the right audience. To succeed in affiliate marketing, there are five key tips to consider. First, selecting the right niche is crucial, as it allows for promoting products or services that align with your passion and expertise. Building an audience that trusts and values your opinion is essential, which can be achieved by consistently creating quality content and engaging with your audience
through various channels. Choosing the right affiliate partner is also important, considering factors such as their track record, niche alignment, and commission rates. Promoting products strategically by focusing on audience interests and needs and utilizing different marketing channels can enhance success. Finally, tracking and analyzing results using tools like Google Analytics helps refine strategies and focus on high-performing products. By following these tips, aspiring affiliate marketers
can increase their chances of success in this competitive landscape.
To find marketing ideas and boost your performance, there are several sources of inspiration you can explore. First, pay attention to the tactics and channels used by organizations to persuade you as a consumer. Observe their marketing strategies and consider how you can adapt them to your own work. Additionally, broaden your horizons by
looking beyond your direct competitors. Explore organizations from different sectors and contexts, as they may have valuable insights and ideas that can be applied to your own marketing efforts. Don't hesitate to test out different approaches when interacting with customers of your employer's direct competitors, such as using alternative communication channels or examining their UX decisions. Remember to conduct such research ethically and in good faith. Finally, keep your eyes and ears open for
inspiration in your everyday experiences, but also maintain a healthy work-life balance. Not every transaction needs to be related to your job, so allow yourself some downtime.
Podcasting continues to grow at a rapid pace, outpacing overall digital advertising growth. However, the industry is currently experiencing a slowdown, partly due to the nascent state of programmatic podcast advertising technology.
This slowdown has led to layoffs and canceled podcasts by major players like NPR, Spotify, iHeart Media, SiriusXM, and Sony Music. Despite this, there is still hope for the future of podcasting. The recent IAB Podcast Upfront event focused on content, brand safety, and first-party data, with audio companies showcasing their celebrity podcasters to attract advertisers. US podcast advertising revenues grew by 26% in 2022 to reach $1.8 billion, and they are expected to reach $4 billion by 2025.
While these figures are lower than previous expectations, podcasting remains the top growth channel in digital media. Brand safety is also a significant concern in podcast advertising, and artificial intelligence (AI) is being leveraged to address this issue. Barometer and ArtsAI have introduced a product called AI Brand Integrity Daily Measurement (AB Daily) that combines impression-tracking and brand safety technologies to provide episode-level suitability monitoring. This allows advertisers
to run ads on select episodes based on their brand's safety and suitability standards. Furthermore, Acast, a podcast hosting and analytics platform, emphasizes the importance of targeting audiences with contextual relevance. They highlight that concentrating ad budgets solely on the top 500 shows, which represent only 12% of monthly audience reach, leads to inflated costs and ad loads. Acast is leveraging first-party data and partnering with companies like LiveRamp, Adobe, and The Trade Desk to
improve audience targeting and maximize podcast advertising ROI.
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WTF IS MARYLAND's DIGITAL AD TAX ALL ABOUT??? Maryland's pioneering digital ad tax has left the digital ad industry
scratching its head and pondering its impact. With big tech companies facing varying tax rates based on their global revenue, the industry wonders if this move will level the playing field or simply give Maryland advertisers a case of FOMO (Fear of Missing Out). Will this tax disrupt the online advertising landscape, or will advertisers find clever ways to navigate this new terrain? Only time will tell if Maryland's digital ad tax is a stroke of genius or a costly clickbait
adventure. READ ENTIRE STORY
FTC’S BCP ISSUES CRIMINAL LIAISON UNIT REPORT OUTLINING WRONGDOER ACCOUNTABILITY EFFORTS On January 30, 2023, the Criminal Liaison Unit of the Federal Trade Commission’s Bureau of Consumer Protection (BCP CLU) issued its 2022 Criminal Liaison Unit Report, describing the history of the BCP CLU, its program operations, and major accomplishments over the past five years. In an effort to ensure criminal prosecution of appropriate consumer fraud cases, the BCP CLU refers cases to partner agencies with criminal jurisdiction, including U.S. Attorney’s Offices
across the county, Divisions of the Department of Justice (DOJ) and others. . READ ENTIRE STORY
THE CZAR OF TCPA DEFENSE: ERIC TROUTMAN’S REIGN OF LITIGATION STRATEGY Eric Troutman,
commonly known as “the Czar” in certain legal circles, is one of the country’s top class action defense lawyers and a nationally recognized expert in Telephone Consumer Protection Act (TCPA) litigation and compliance. His deep experience and encyclopedic knowledge of the TCPA landscape make him an invaluable resource to institutional compliance teams struggling to comply with the shifting regulatory landscape. Eric Troutman is well known for finding creative solutions to complex legal problems
and has earned numerous first-in-the-nation results and precedent-setting cases for his clients. READ ENTIRE STORY
KPIS THAT ACTUALLY MATTER: A GUIDE TO PROGRAMMATIC ADVERTISING SUCCESS The world of
programmatic advertising can be overwhelming, with a seemingly endless array of metrics to choose from. It’s easy to fall into the trap of measuring vanity metrics that don’t provide any real insight into the success of your campaign. But fear not, my dear reader, for I am here to guide you through the world of programmatic KPIs and show you which metrics to focus on to ensure your campaign’s success. . READ MORE OF THIS STORY
SEPHORA U.S. TAPS ZENA SRIVATSA ARNOLD TO LEAD GROWTH STRATEGY Sephora, the French multinational retailer of personal care and beauty products, has appointed Zena Srivatsa Arnold as its new chief marketing officer for the U.S. market. Srivatsa Arnold joins Sephora from PepsiCo, where she served as the senior vice president of carbonated soft drinks. She has also held senior marketing and management positions at Google, Kellogg Company, Proctor & Gamble, and Kimberly-Clark. Her appointment
follows a period of C-suite reshuffles at Sephora, including the appointment of Guillame Motte as global president and CEO and the transition of Deborah Yeh to global chief purpose officer. READ THE FULL STORY
COLLABORATION IS KEY: UNLOCKING THE POTENTIAL OF FIRST- AND SECOND-PARTY DATA STRATEGIES The age of relying on third-party data for media buying may be coming to a close, but don't count out the power of collaboration just yet. Data clean rooms (DCRs) have emerged as a popular avenue for brands to uncover valuable insights, but they're not the end-all-be-all solution to marketing strategies in the face of a looming recession. While a DCR can help match audiences and allow brands to... READ MORE
DAVE MORGAN’S CRYSTAL BALL: HOW NETFLIX’S AD TIER WILL SHAPE THE VIDEO AD LANDSCAPE As Netflix dives into the realm of ad-supported streaming, it’s clear that the video advertising landscape is about to experience a seismic shift. With the streaming giant making its move, we sat down with Dave Morgan, CEO of Simulmedia, to discuss how Netflix’s new tier will impact the industry and what it means for advertisers, long-form video content, and the
advertising world at large. In light of the tough ad economy in 2023, Morgan believes that Netflix’s ad-supported tier is well-positioned to succeed. “It still has limited inventory as the ad tier just begins to scale. Thus, it doesn’t need huge commitments from advertisers, just modest
commitments from a number of the top brand advertisers, and it doesn’t need to trade piercing for volume like fully scaled players need to when budgets are under pressure,” he says. READ MORE NOW |
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