It's kind of hard to calm your advertisers when the boss has basically cut most of the marketing staff responsible for keeping contact with them. That's been the biggest issue so far, aside from the right-wing favoritism that the boss (Musk) has online (he's banned Crimethinc on a whim of Andy Ngo's hearsay). Basically, I wouldn't bother advertising on Twitter since the new boss/owner has no one to filter his nonsense out of the daily decision making. It's one thing to spew platitudes for free speech and it's another to actually lay out the rules of free speech on the platform (i.e. trying not to trigger regulations or reprisals of big govt agencies).