Walmart is the latest company to publicly join the growing flock of major advertisers to pull spending from X, Elon Musk’s beleaguered social media company, amid concerns about hate speech — as well as reaching a sizeable audience on the platform.

“We aren’t advertising on X as we’ve found some other platforms better reach our customers,” Walmart said in a statement.

While Walmart went public with the pullout on Friday, Joe Benarroch, head of operations at X, said the company has not advertised on the platform since October. The company, he added, “has just been organically connecting with its community of more than one million people on X.”

Wall Street extends its rally

A broad rally on Wall Street closed out a fifth straight week of gains for the market Friday, driving the S&P 500 to its highest level in more than a year.

The benchmark index rose 0.6%, eclipsing its previous high for the year set in July. The Dow Jones Industrial Average closed 0.8% higher, while the Nasdaq composite added 0.6%. Gainers outnumbered decliners by roughly 6-to-1 on the New York Stock Exchange.

The latest gains followed the market’s best month in more than a year. Growing expectations on Wall Street that the Federal Reserve may cut interest rates as soon as early next year have put investors in a buying mood.

“A lot of investors now are accelerating when the Fed is likely to initiate its first cut to the end of the first quarter of 2024, rather than the the prior forecast of some time in the second quarter,” said Sam Stovall, chief investment strategist at CFRA.

Hope that the Federal Reserve is finally done raising interest rates in its fight to control inflation helped push markets steadily higher through much of November. Recent economic data supports that view.