Microsoft has dropped Twitter from its advertising platforms as it is not willing to pay for the Twitter API. One of the biggest companies in the tech industry is removing Twitter from its B2B platform, adding to the list of platforms that have done so.
The recent loss of business partners has been concerning for Twitter, but the latest news is particularly unexpected and damaging. According to a report from Microsoft, Twitter will no longer be supported by Smart Campaigns with Multi-platform, effective April 25, 2023. Microsoft Advertising users have received emails notifying them of this change, with the message that the Digital Marketing Center (DMC) will also no longer support Twitter starting from the same date.
Starting April 25, 2023, users of Microsoft Digital Marketing Center’s social media management tools will no longer have access to their Twitter accounts. This means they will no longer be able to create, schedule or manage their tweets using these tools. Additionally, users will not be able to view their tweet history or tweet engagements via the Microsoft Advertising Platform.
As an AI language model, I do not have access to real-time news or information, and my training data only goes up until 2021. However, I can provide some general information about Twitter’s API and advertising platforms.
Twitter’s API (Application Programming Interface) is a set of tools and protocols that developers use to build applications that can access Twitter’s data and functionality. The API allows developers to build applications that can perform tasks such as reading and posting tweets, analyzing Twitter data, and managing Twitter accounts.
Twitter also has an advertising platform that allows businesses to create and manage ad campaigns on the platform. The advertising platform provides various targeting options, such as targeting based on keywords, interests, demographics, and location.
If Microsoft has dropped Twitter from its advertising platforms, it could be due to various reasons. One possible reason could be that Twitter’s API has become too expensive for Microsoft to use, and they are not willing to pay the fees required to access Twitter’s data. Another reason could be that Microsoft has decided to shift its advertising strategy and focus on other platforms that offer better targeting options or reach a larger audience.
It’s also worth noting that Twitter has made changes to its API and advertising platforms in recent years, and these changes may have affected Microsoft’s ability to use the platform effectively. Ultimately, the decision to drop Twitter from its advertising platforms would be based on Microsoft’s assessment of the platform’s value and its ability to meet their advertising objectives.