I'm talking about the $100+ Million advertisers, not small ones like you.

Disney is most interested in making sure that Mickey Mouse / Winnie the Pooh / Zootopia is not accidentally shown next to furry porn. Southwest doesn't want its ads shown next to airplane disasters. Kellogs doesn't want "Itsssss GREAT" being shown next to the Ukrainian War.

As I said before: you can't predict the "X is being shown next to Y, please stop that" problem. Its impossible to predict X, its impossible to predict Y. You just gotta have email lines with these big companies and promptly issue your programmers / machine learning / data scientists the new algorithms to keep advertisers happy.

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Twitter is 100% the grounds where furry porn, Airplane Disasters, and Ukrainian War disasters are constantly being discussed and shared. Advertisers want protection of their brand, despite the online discourse.

Twitter didn't have a keyword list to exclude after being in the business for like 20 years? They needed ad buyers to manually contact them and then needed someone to add that with a developer?

IIRC, those tools were in an incomplete state before the takeover... but at least they were somewhat working and Twitter's executives were prompt in responding to any issues. But the APIs have been degenerating rapidly after the takeover.

When the tools aren't working as expected, the advertisers then emailed Twitter's API teams. All of those teams have been dismantled, the executives have been fired. With no one left to contact, the advertisers have begun to leave.

That's wild. Why is ad buying such a mess? Google's setup felt extremely outdated last I had to work with it. Is it just largely ignored because it's assumed that most buyers will work with some agency / platform that will integrate with the API and provide a better UI?

Southwest and Disney continue to advertise on Twitter, so I assume they're satisfied with the tools in place.