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John Nitti, X’s global head of revenue operations and advertising innovation, left the company on October 24, 2025, after about 10 months in the role, according to the Financial Times, as reported by TechCrunch. The departure adds to senior-level turnover at X, but neither X nor Nitti had publicly explained the exit in the coverage available.
What is known about Nitti’s departure
Nitti joined X in January 2025 and reportedly left on October 24. His formal title was global head of revenue operations and advertising innovation; “advertising chief” is a shorthand for a role overseeing a major part of the company’s ad and revenue organization. The Financial Times report, cited in TechCrunch’s coverage, relied on people familiar with the matter.
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The available reporting did not include a direct statement from Nitti or a public announcement from X explaining whether he resigned, was asked to leave, or what he plans to do next. It is therefore more precise to say he departed than to assign a reason or characterize the departure as a firing.
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How his exit fits X’s leadership turnover
Nitti’s departure followed two other senior changes at X. Former CEO Linda Yaccarino announced her resignation on July 9, 2025, after roughly two years in the job. Mahmoud Reza Banki, X’s chief financial officer, left in early October, according to the reporting on Nitti’s departure.
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| Executive | Company and role | Reported timing |
|---|---|---|
| Linda Yaccarino | X CEO | Announced resignation July 9, 2025 |
| Mahmoud Reza Banki | X CFO | Left in early October 2025 |
| John Nitti | X global head of revenue operations and advertising innovation | Reported departure October 24, 2025 |
Nitti was reportedly viewed as a possible successor to Yaccarino, whose experience in advertising at NBCUniversal had been central to her recruitment. That reported succession possibility makes his exit notable, but does not establish that he was formally designated as the next CEO. The Yaccarino announcement and background provide context for the leadership gap.
Some coverage also grouped departures at xAI with the broader churn across Musk-controlled companies. Those were not X departures: WinBuzzer, for example, named xAI CFO Mike Liberatore, general counsel Robert Keele and co-founder Igor Babuschkin. Such reports add context, but do not show that X and xAI exits had one cause.
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Why the advertising role mattered
Advertising has been a difficult business for X since Elon Musk acquired Twitter in 2022. Advertisers raised concerns about moderation, brand safety and ads appearing near extremist or otherwise objectionable content. Musk publicly told departing advertisers to “go f— yourself” at the November 2023 DealBook conference; X later sued advertisers and industry organizations over alleged boycotts. The company also pursued brand-safety partnerships with DoubleVerify and Integral Ad Science and introduced advertising controls. These events help explain the pressures on the role, but do not establish why Nitti left.
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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesAvailable figures suggest improvement in some measures alongside a steep longer-term decline. TechCrunch, citing Guideline, reported U.S. ad spending on X rose 62% year over year in the first half of 2025. The same reporting said X claimed 96% of its advertisers had returned by May 2025. Those are different measures: the first is Guideline’s estimate of U.S. spending, while the second is X’s own claim about advertisers.
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Guideline also estimated that 89% of X’s U.S. advertising dollars had been eroded between the third quarter of 2022 and the third quarter of 2024. U.S. spending rose 37.7% from Q3 to Q4 2024, a period partly influenced by the presidential election. These figures, reported by TechCrunch, are not audited X financial statements. X is privately held and does not disclose advertising performance with the regularity of a public company. A rise from a depressed base does not by itself establish a full recovery.
What was reported about tensions—and what remains unproven
Sources familiar with the situation reportedly described frustration among executives over abrupt strategy changes and unilateral decision-making, including advertising decisions made without prior consultation with the ad team. One example in the reporting was Musk’s decision to ban hashtags from advertising campaigns without first discussing the change with the advertising organization.
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That account is attributed reporting, not a public explanation from Nitti. The available evidence does not establish that the hashtag policy caused his exit, that Musk forced him out, or that advertiser litigation was a factor. Nor does the departure alone prove that X’s finances are failing.
What Nitti’s departure could mean for X
The immediate issue is continuity: X has lost an executive responsible for revenue operations and advertising innovation while its leadership and commercial organization have been changing. Advertisers and agencies may view another senior departure as a sign of instability, and the company may need to reassign relationships and decisions previously handled by Nitti.
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The available reporting did not establish who assumed his responsibilities, whether X named a replacement, how advertisers reacted, or whether subsequent ad-spending data changed because of his departure. Without those details, the event is best understood as a meaningful leadership change—not a measurable verdict on the future of X’s advertising business.
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