<ul><li>Bruce Falck, Twitter's former lead for ads, tweeted criticism of the company's CEO, Elon Musk, stating that he has "no idea what the f**k he's talking about" in regards to Twitter's efforts to make ads more relevant for users.</li><li>In response, Musk fired back with a sarcastic apology, suggesting that Falck must be a genius, given Twitter's purportedly poor ad relevance.</li><li>The incident exposes the challenges and disagreements social media firms face while trying to provide relevant ads to users, and also showcases the possibility of public conflicts among high-level executives.</li></ul>

Musk doesn’t know what he’s doing’, says former Twitter executive; he reacts

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