Twitter's new CEO, Linda Yaccarino, aims to transform the platform under Elon Musk's leadership

PTC News Desk: Linda Yaccarino, the newly appointed CEO of Twitter, announced her excitement to help transform the social media platform under the vision of owner Elon Musk.

This comes after Musk, who has served as CEO since his $44 billion buyout of Twitter last October, announced Yaccarino's appointment on Friday. It was the first time Yaccarino spoke publicly since the news broke on Thursday that she was in talks to become the next CEO of Twitter.

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As advertising chief for Comcast Corp's NBCUniversal, Yaccarino spent several years modernizing its ad business. She said she is committed to Twitter's future and user feedback is vital to building "Twitter 2.0." Yaccarino will take over a social media platform that has been trying to reverse a plunge in ad revenue and is beset with challenges, along with a heavy debt load.

Since Musk acquired Twitter, advertisers have fled the platform, worried that their ads could appear next to inappropriate content after the company lost nearly 80% of staff. Musk earlier this year acknowledged that Twitter had suffered a massive decline in ad revenue. 

While Musk said Yaccarino would help build an "everything app" that could offer a variety of services such as peer-to-peer payments, his selection of an advertising veteran signaled that digital ads would continue to be a core focus of the business.

Musk, who is also the CEO of electric-vehicle maker Tesla Inc, on Friday said that bringing Yaccarino on as Twitter's new chief will help him devote more time to Tesla. Musk has long said he intended to find a new leader for Twitter.

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