“My guess is that the controversy spurs engagement, or at least doesn’t reduce engagement,” said Mark Mahaney, an analyst at RBC Capital Markets.

What’s more, advertisers may appreciate Twitter taking a stronger position on misinformation and harmful content, even if the violator is the president. Advertisers don’t want their content to run alongside anything that could hurt the perception of their products — a value known as “brand safety.”

“Advertisers care about brand safety and truth, and from what I’ve seen, most brands support the actions that Twitter is taking,” said Pete Stein, CEO of Huge, an agency that represents brands including McDonald’s Corp. and Vanguard.