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Microsoft drops Twitter from its advertising platform

TBP Online
20 Apr 2023 14:19:15 | Update: 20 Apr 2023 19:55:31
Microsoft drops Twitter from its advertising platform
General view of Microsoft Corporation headquarters at Issy-les-Moulineaux, near Paris, France — Collected Photo

Twitter is being removed from yet another big B2B platform. And this time it's one of the biggest companies in the tech industry.

Microsoft is going to drop Twitter from its Microsoft Advertising plan next week, reports Mashable.

"Starting on April 25, 2023, Smart Campaigns with Multi-platform will no longer support Twitter," Microsoft said in a notice. A similar email has begun to go out to Microsoft Advertising users stating that "Digital Marketing Center (DMC) will no longer support Twitter starting on April 25, 2023."

From that date, users will no longer be able to access their Twitter account through its Digital Marketing Center's social media management tool, according to Microsoft.

Users will also no longer be able to schedule, create, or manage tweets or tweet drafts. In addition, users won't be able to view their past tweets and engagement on the Microsoft Advertising platform.

Microsoft's announcement comes just one day after Twitter owner Elon Musk appeared at a major marketing and advertising conference. At the event, Musk attempted to lure brands back to the platform after Twitter lost half of its biggest advertisers following his takeover of the company.

The Microsoft Advertising feature previously allowed advertisers to manage their social media accounts on various platforms in one place. Users could respond to tweets and DMs along with messages received on Facebook, Instagram and LinkedIn.

While Microsoft's social media service was provided for free to advertisers, it was prominently featured in Microsoft Advertising's Digital Marketing Center dashboard.

It worked alongside the platform's social and search paid advertising tools, which helped businesses run and manage their paid ad campaigns on platforms like Google Ads, Facebook and Instagram, and Microsoft's search advertising.

Companies that use Microsoft Advertising will still be able to manage and create content for Facebook, Instagram, and LinkedIn through the platform, just as they were able to before.

Microsoft made more than $12 billion in digital advertising revenue last year from ads that would be created, managed, and run through its Advertising platform.

The company added the notice on a user support page for its Smart Campaigns multi-platform social media management feature, which is one of two main features in its Digital Marketing Center dashboard. As previously mentioned, emails have also begun to go out informing users of the change.

Mashable reached out to Microsoft for comment. A representative said that the company had nothing further to share at this time.