X’s ad business flourished under departing CEO Linda Yaccarino, but challenges remain

Former NBCU ad exec Linda Yaccarino made a significant impact on X’s ad business during her brief tenure of two years, according to new data from ad intelligence firm Guideline. Despite facing a turbulent business environment, Yaccarino leaves X in a better position with its advertisers than when she started.

### Positive Trends in Ad Spending

In the U.S., ad spending on X saw a 62% year-over-year increase in the first half of 2025, with 96% of X’s advertisers returning to the platform as of May 2025, as reported by Guideline.

### Challenges Ahead

However, X’s advertising business turnaround was a gradual process, and the company still heavily relies on ad revenue. With X Premium subscriptions contributing only a small portion of its business, and plans for an X Money payments service yet to be launched, Yaccarino’s departure could impact X’s profitability.

### Yaccarino’s Impact and Challenges

Yaccarino joined X in June 2023 amidst a critical advertising downturn, following Elon Musk’s takeover of the platform in October 2022. The initial cuts to ad spend led to a decline in advertiser confidence, prompting efforts to lure them back through various incentives.

### Strategic Partnerships and Brand Safety Measures

During Yaccarino’s tenure, X prioritized brand safety by partnering with adtech companies to monitor ad placements and offer tools for sensitivity adjustments. Despite these efforts, X continues to face challenges in ensuring ad safety and recently dealt with controversies surrounding its AI bot Grok.

Yaccarino’s departure marks a transition for X as it continues to navigate a competitive and evolving advertising landscape.