osoft has removed Twitter from its advertising platform
Microsoft just announced that Multi-platform Smart Campaigns, which supports Twitter, will cease to exist on April 25, 2023.
The announcement. Microsoft Advertising users are receiving emails informing them that Digital Marketing Center will cease support for Twitter at the same time. Users will no longer be able to access their Twitter accounts through the Digital Marketing Center’s social media management tools. Users will no longer be able schedule, create or manage tweets, tweet drafts, or engage in Microsoft Advertising.
The news comes a day following Elon Musk’s appearance at a major marketing and advertising event to bring brands back to Twitter. Twitter lost half its largest advertisers after Musk’s acquisition.
The DMC’s function. Microsoft Advertising enabled advertisers to manage multiple social media accounts from one place, allowing them to respond to messages, tweets and DMs on Facebook, Instagram and LinkedIn.
Microsoft Advertising’s DMC dashboard prominently displayed the free social media service. The paid advertising tool was integrated with social media and search tools to help businesses manage their paid campaigns across platforms like Google Ads and Facebook.
Microsoft Advertising allows companies to continue creating and managing content on Facebook, Instagram and LinkedIn through the platform.
Microsoft’s Advertising Platform generated more than $12 billion in revenue last year from digital ads that were created, managed and ran through the platform.
Dig deeper. Microsoft has published an announcement here.
Why we care. The DMC’s Social Media Management Tool will no longer allow advertisers to access Twitter. They may need to change their strategies and look for alternative platforms to track Twitter campaigns. This development, which highlights how Twitter is having difficulty retaining advertisers after Elon Musk took over the company, shows the importance of adapting to changing digital marketing landscapes and staying informed on industry changes.
The article Microsoft drops Twitter from its advertising platform first appeared on Search Engine Land.