X’s Ad Business Rebound: What Linda Yaccarino Achieved Before Exit

X’s Ad Business Rebound: What Linda Yaccarino Achieved Before Exit

X ad business under Linda Yaccarino: What changed and what’s next? When Linda Yaccarino took the reins at X (formerly Twitter) in June 2023, the platform was in crisis. Major advertisers had pulled out, ad revenue had plummeted, and public trust in the network was shaky at best. But under her leadership, the X ad business saw a significant rebound. According to ad intelligence firm Guideline, U.S. ad spending on the platform jumped 62% year-over-year in the first half of 2025. Yaccarino also claimed that 96% of advertisers had returned by May 2025. While this momentum is promising, X is still far from financial stability. With Yaccarino stepping down, many are asking: can X maintain its progress in the ad space or will it backslide? Image Credits:Jerod Harris/Getty Images for Vox Media Linda Yaccarino’s strategy to revive X ad business Yaccarino’s legacy at X is closely tied to her deep background in ad sales at NBCUniversal, where she spent over a decade building global advertising and p…