This time of year, companies tend to open their wallets and choose where they choose to advertise. Those ad dollars are the lifeblood of X, the former Twitter. In the last quarter of 2021, almost 90% of Twitter’s revenue came from ads. That business model was already showing signs of wear after when Elon Musk took over. Now, as the Israel-Hamas war rages on, a new controversial post by Musk has accelerated the flight of advertisers. New York Times journalist Ryan Mac spoke with Marketplace’s Lily Jamali about how the fallout of fleeing advertisers could affect the platform.