BrandArena: Microsoft is removing Twitter from its advertising platform

Thursday 20 April 2023

Microsoft is removing Twitter from its advertising platform

Elon Musk's attempts to make Twitter profitable have hit a new snag, as Microsoft has chosen to exclude the social media business from its advertising platform beginning next week.

Microsoft announced yesterday (19 April) that Smart Campaigns with Multi-platform will no longer support Twitter as of April 25, 2023. Users will be unable to access their Twitter account via Microsoft's social management tool or do functions such as creating and managing tweets, viewing prior tweets and interactions, or scheduling tweets.

However, the software giant confirmed that other social media channels such as Facebook, Instagram and LinkedIn will continue to be available.

The move comes a little over two months after Musk chose to discontinue free access to Twitter's basic API in favour of a premium version that now costs a stunning $42,000 per month, effectively pricing out practically everyone, according to Wired. Organizations and researchers took advantage of the free service.

Musk threatened to sue Microsoft on Twitter shortly after the news. Microsoft is discontinuing Twitter support on its advertising platform, most likely due to the social media network's desire to charge clients at least $42,000 for corporate API access.

“They trained illegally using Twitter data. Lawsuit time,” Musk wrote in response to a tweet about Microsoft dropping Twitter from its advertising platform because it refuses to pay its API fees.

Microsoft and Twitter don’t have the most cordial of relationships, especially after the former started pumping billions into ChatGPT creator OpenAI – a company Musk co-founded in 2015 and left after disagreements with colleagues.

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