Musk intends to revamp Twitter’s ad targeting system to resemble that of Google’s search ads, which primarily focus on keywords searched for rather than a user’s activity or profile data. We’re taking the (obvious) corrective action of tying ads to keywords & topics in tweets, like Google does with search. Musk has been trying to improve Twitter ads since he acquired the company. You search for things you're looking for, which makes keywords so effective for Google. Additionally, any changes to Twitter’s advertising platform could have broader implications for the social media advertising industry as a whole, potentially leading to changes in advertising best practices across multiple platforms.