Advertisers want to control where their adverts are shown for a couple of very simple reasons.
One is to try and make sure they hit the right eyes, it's a waste to have an advert for booze shown to under 21's when they can't legally buy it, or it's an waste to show products for the over 60's to under 30's.
The other is they don't want their content associated with stuff that goes against their brand image,
Coke Cola which has been "woke" since at least the early 70's isn't going to want it's expensive adverts next to someone calling for the hanging of people of a different skin colour.
It's the exact reason why TV channels tend to split their advertising slots up and why for example a slot during Coronation Street will get some very high paid adverts for one thing, whilst a slot during the football will get highly paid adverts for another, but something shown at 3am on Bravo would likely get a generic low value advert.
Advertisers don't control the the likes of the TV channels or Twitter, but if your business model involves getting money from those advertisers you really need to have a plan on how to deal with them, and how to maximise that income if you want them to hang around. I'm surprised some people have an issue with this, given it's pure capitalism and surely if something is that popular the advertisers will have no issue being associated with it.
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