X hires former Publicis exec as brand safety lead

Social media platform X, formerly Twitter, is taking significant strides to enhance platform safety and restore confidence among advertisers and users alike.

In a recent announcement, X said it hired Yale Cohen as the platform's head of brand safety and advertiser solutions. The company also handed Kylie McRoberts a new role as head of safety.

McRoberts has been with X for four years and will now lead the company’s global safety team out of Texas as well as develop new safety policies. Meanwhile, Cohen was formerly executive vice president for global digital standards at Publicis Media.

These appointments come as X aims to recover from a period of turbulence that saw a notable withdrawal of advertisers following Musk's controversial statements and policy changes since acquiring the platform in 2022. High-profile companies, including Disney, paused their advertising in response to Musk's remarks, highlighting X's challenges in maintaining a safe and advertiser-friendly environment.

The platform has experienced a series of departures among its safety executives, including A.J. Brown, Ella Irwin, and Yoel Roth, pointing to internal disagreements and challenges in enforcing safety policies.

Musk's approach to content moderation and public interactions with brands has sparked debate over the balance between free speech and platform safety.

Linda Yaccarino, X's CEO appointed in 2023, has emphasised the platform's commitment to coexisting safety and freedom of speech, signalling efforts to reassure advertisers. Despite these challenges, Musk has indicated a positive trend in advertiser return and revenue growth, although specific figures were not disclosed.