New Twitter CEO's ad quest faces one big hurdle — the owner's tweets – Axios

Illustration: Aïda Amer/AxiosTwitter’s new CEO Linda Yaccarino wrote up some inspirational comments for her new staff in an e-mail on Monday, exhorting them to “reach across aisles, create new partnerships, celebrate new voices, and build something together that can change the world.”Yes, but: The man who hired her, the company’s billionaire owner Elon Musk, spent the weekend posting sophomoric messages that reeked at times of misogyny and transphobia.Why it matters: Yaccarino’s job is to rescue Twitter’s business, but Musk shows no interest in moderating behavior and positions that have helped drive many of the platform’s advertisers away.Details: In addition to several anti-trans tweets and replies, Musk also took pot shots at Apple, one of the site’s biggest advertisers. One tweet suggested that mushrooms could produce a much cheaper augmented reality than Apple’s $3,500 headset, while another praised augmented reality as amazing by showing a photo illustration of what looks like a weapon targeting screen replacing the head of a stereotypically buxom female sitting in front of a plate of waffles.Between the lines: Yaccarino, a former NBCUniversal advertising executive, has built her reputation creating environments that advertisers pay a premium for, while Musk is equally known for being unable to stop
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