Author: Krystal Scanlon

Search & Affiliate Marketing Strategist since 1993

With 600 million users, X’s Linda Yaccarino doubles down on dismissing journalism

Linda Yaccarino continues to cast X as the anti-media media company — a disruptive alternative to what she and Elon Musk believe is the dusty, broke fourth estate.

It’s a contentious claim, especially in an era when President Donald Trump is once again at war with the press. But sitting for a fireside chat with Anthony Pompliano, creator of From the Desk of Anthony Pompliano, on X at Possible this afternoon in Miami, Yaccarino insisted the platform’s (self-reported) numbers back her up.

According to the platform’s CEO, X has nearly amassed 600 million monthly active users (MAUs) globally — a small increase on the 586 million MAUs that were reported in X’s own tools in January, but not a huge increase on the 570 million MAUs X claimed it had reached back in September 2024.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

Why legacy media mix models are failing marketers — and what should replace them

Bradley Keefer, CRO, Keen Decision Systems

Legacy media mix planning software remains widely used across agencies. These tools offer a structured process and a game plan marketers can follow, but they were built for a media environment that no longer exists.

Traditional media mix tools rely heavily on surveys and reach curves, which can’t account for modern channels like OTT, influencer marketing and retail media. This rigidity and dependence on outdated data sets make it difficult for them to keep pace with the current marketing and economic landscape.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More