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Yaccarino will take over the social media platform beset with
challenges and a heavy debt load, after she spent several years
modernizing the advertising business at NBCUniversal.
WPP-owned GroupM had last year labelled Twitter as a "high risk"
platform for advertising following Elon Musk's takeover. It
flagged various issues including, large numbers of Twitter
executives leaving or being fired and a wave of high-profile
impersonations, that raised concerns about Twitter's abilities
to follow the Federal Trade Commission's orders, various media
reports showed.
GroupM had been holding back until there was a "return to
normalcy" in regards to the amount of harmful content on the
platform, which rose after the acquisition, the FT report said.
The group had been waiting for Musk to repopulate his senior
leadership team and working with Twitter on improving "brand
safety", it added.
Last year, Twitter laid off half its workforce but said cuts
were smaller in the team responsible for preventing the spread
of misinformation, as advertisers pulled spending amid concerns
about content moderation.
GroupM and Twitter did not immediately respond to a request for
comment.
(Reporting by Chandni Shah in Bengaluru; editing by Eileen
Soreng)
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