Then there is this. Focus on "brand safety".
Musk said Friday that “Twitter has had a massive drop in revenue” due to advertisers’ concerns about content moderation and other issues raised by activists.
A number of major companies have paused ads in recent days, including GM, Audi, Pfizer, General Mills, Volkswagen and other big names who are wary of potential changes to Twitter’s policies as well as the departure of top executives. Industry groups have also expressed concern about brand safety under Musk, and The New York Times reported this week that “IPG, one of the world’s largest advertising companies, issued a recommendation … for clients to temporarily pause their spending on Twitter.”
https://www.engadget.com/twitter-losing-advertisers-boycott-193748977.html