The ads went out of control in like 2019 when the post 2015 social media boom started to cool. One of the knockoff effects of 2020 pandemic is it artificially extended the life of social media companies for like 2 years.
The funniest part of the musk buyout of twitter is the company would probably be doing very similar bullshit if he didnt buy them out, probably in a slightly more savvy way, but they'd still be dripping money.
I heard it used to have very solid ad management options. It was good for business too, as direct feedback/curation = more appropriate ads = more valuable ads. But i guess as algorithm shit and data harvesting "automated" the process it went downhill, and advertisers fleeing twitter post $8 checkmark was the coup de grace