Twitter is having more and more problems with other technology companies, and with advertisers. The last one also has it with one of the main companies in the sector. Nothing less than Microsoftthat is removing Twitter from its advertising platform, Microsoft Advertising, from next week. As those of Redmond have stated, “Starting April 25, 2023, cross-platform Smart campaigns will no longer be supported on Twitter«.
The company has also sent an email to Microsoft Advertising users about it. In it, the company warns that the Digital Marketing Center (DMC) will not be compatible with Twitter as of April 25, 2023.
Thereafter, users will not be able to access their Twitter account through their Microsoft Digital Marketing Center social media management tool. Therefore, they will not be able to schedule, create or manage tweets. They will also not be able to create drafts for tweets, nor see the tweets they have published in the past on the platform, or the interactions achieved with them.
Microsoft has made this decision almost two months after Twitter announced that it was going to start charging a minimum of $42,000 per month for the use of its API, both to individuals and to companies and research institutions. And Microsoft is among the companies that have refused to pay this amount. Not for lack of money to pay for what Musk asks precisely, but because It seems more like a declaration of principles. Hence Twitter’s departure from its advertising platform.
As expected, Elon Musk has not taken the news too well, and has even threatened the company with taking legal action against it. Apparently, by this he refers to Microsoft’s license agreement with OpenAI, which has been training its Artificial Intelligence models with Internet texts from different sources. Hence, Musk has stated that «illegally trained using data from Twitter. time to sue«.
The announcement is undoubtedly a slap in the face for Twitter, which is having a hard time getting advertisers to sign up for new campaigns on the social network. It is estimated that after Elon Musk bought Twitter, the company lost about half of its advertisers. Musk himself is trying to get them back on Twitter, but for now it doesn’t seem like he’s going to be very successful.
Until now, Microsoft’s advertising platform allowed advertisers to manage their social media accounts from a single point. Thanks to this, users of the platform could reply to tweets and direct messages on Twitter, as well as those who wanted to communicate with them through other networks. Among them Facebook, Instagram or LinkedIn, which will continue to have all the functions of the platform.
The social networking service is provided free to advertisers, and is located prominently in the Microsoft Advertising Digital Marketing Center control panel. It works with paid search and social media advertising tools, with which businesses can run and manage their paid advertising campaigns on platforms like Google Ads, Facebook and Instagram and Microsoft search advertising.
