X CEO Linda Yaccarino to continue antitrust litigation against major brands and ad industry group

X, the social media platform formerly known as Twitter, is making waves in the advertising industry with its pursuit of antitrust litigation against major brands and an ad industry group. CEO Linda Yaccarino, a former face of the ad industry at NBCUniversal, is leading the charge against what she sees as abuses of power by some of the industry’s biggest players.

The lawsuit, filed last week, alleges that the World Federation of Advertisers (WFA) and its members, including CVS Health, Mars, Orsted, and Unilever, unfairly discriminated against X, leading to an ad boycott. The suit specifically calls out the actions of GARM (Global Alliance for Responsible Media), prompting the group to shut down last week.

Yaccarino believes that the evidence presented in a report by the Republican-led House Judiciary Committee supports the antitrust suit, showing “an illegal coordination of efforts” against X and other conservative media companies. She argues that companies should make advertising decisions independently, without being influenced by a small group of influential advertisers.

Despite facing challenges in selling ads since Elon Musk purchased the platform in 2022, X is still a significant player in the advertising industry. The company is expected to bring in $2 billion in advertising revenue this year, down from $4.5 billion in 2021 when it was still publicly traded as Twitter.

Advertisers have a history of joining and abandoning boycotts based on what they believe is best for their businesses. Yaccarino believes that X’s troubles with selling ads stem from a coordinated boycott effort rather than legitimate concerns about the platform’s products or policies.

As X continues to navigate these challenges, Yaccarino sees opportunities for growth and innovation in areas like payments, video, and AI. The platform’s unique position to drive cultural conversation was highlighted by Musk’s recent interview with former President Donald Trump, which Yaccarino called a “seminal” moment.

With an invitation for Vice President Harris to participate in a Spaces interview conversation, X is showing its commitment to engaging with a diverse range of voices and perspectives. As the antitrust litigation unfolds, all eyes will be on X and its efforts to reform the advertising industry.