GroupM, the world’s largest advertising agency, has announced that it is no longer considering Twitter a “high-risk” platform for advertising. This comes after the appointment of Linda Yaccarino as the new chief of the social media platform. Yaccarino is known for modernizing the advertising business at NBCUniversal.
GroupM had previously flagged various issues with Twitter, including a wave of high-profile impersonations and a large number of executives leaving or being fired. The agency had been waiting for a “return to normalcy” in regards to the amount of harmful content on the platform, which rose after the acquisition.
Last year, Twitter laid off half its workforce but said cuts were smaller in the team responsible for preventing the spread of misinformation. With Yaccarino at the helm, GroupM is now “cautiously optimistic” about the future of the platform.