Linda Yaccarino’s vision for Twitter 2.0 emerges

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Twitter's new chief executive, Linda Yaccarino, is preparing a series of measures to bring back advertisers who had abandoned the platform under Elon Musk's ownership, including introducing a video ads service, wooing more celebrities, and raising headcount.

The former NBCUniversal advertising head, who started as chief executive on June 5, is seeking to launch full-screen, sound-on video ads that would be shown to users scrolling through Twitter's new short-video feed, according to three people familiar with the situation.

Yaccarino also plans to meet media partners, publishers, and talent agencies in a bid to bring celebrities, political figures, and other content creators to the platform.

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