X Unlikely to Win Back Advertisers Before Holiday Season

Elon Musk picked Linda Yaccarino to be chief executive officer of X, the company formerly known as Twitter, with hope that the former NBCUniversal executive would convince advertisers who had stopped spending on the site to return. But so far, many major brands are remaining on the sidelines, and have already planned to deploy their budgets elsewhere during the holiday season — historically the most lucrative period for ad revenue.

The social media site has been scrambling to win back advertisers who fled after Musk’s chaotic takeover and controversial policy changes, taking more than half the company's annual revenue with them. But Yaccarino has run out of time to achieve the turnaround this year, according to multiple advertisers in charge of major brand spending.