The next sentence of that quote is pretty illustrative. > Pathmatics said the previously unreported figures on Twitter advertising are estimates. The firm base

The next sentence of that quote is pretty illustrative. > Pathmatics said the previously unreported figures on Twitter advertising are estimates. The firm bases its estimates on technologies that track ads on desktop browsers and the Twitter app as well as those that mimic user experience. > But the company said those estimates do not account for deals advertisers may receive from Twitter, or promoted trends and accounts. “It is possible the spending data could be higher for some brands” if Twitter is offering incentives, Pathmatics said in an email. It's all speculation across the board - people want musk to finally fail, and that possibility produces some delicious schadenfreude. I am in this industry, and don't trust for a second the estimates "Pathmatics" cites. Everytime I've seen these types estimates on properties where I know the real numbers, they are off significantly, in both directions. The numbers come from comps, and some sampling of Desktop ad impressions and a twitter client. That's so far away from what the real numbers are that it's just a fuzzy guess. 1 - https://www.euronews.com/next/2023/01/19/twitter-musk-consumer-advertising#:~:text=Overall%2C%20advertising%20spending%20by%20the,on%20Twitter%20advertising%20are%20estimates https://www.euronews.com/next/2023/01/19/twitter-musk-consum....