osoft’s ad platform will no longer support Twitter on Monday //

Microsoft Advertising and ” Multi-platform Smart Campaigns” will stop supporting Twitter tomorrow. This move comes just four days before , the social media platform, begins charging enterprise users $42,000 per month for access to its API.

Why we care. Microsoft didn’t do this to save money. Microsoft could have easily afforded to pay the $42,000+/month Twitter demands for its API. It is yet another indication that Twitter’s relevance for marketers has declined. Elon Musk, Twitter’s owner who is notorious for his erratic behavior, has not been able provide advertisers with the stability they want in an advertising platform.

Twitter’s death would be a loss to marketers of an important and useful channel

What’s happening? Users will not be able to access their Twitter accounts through Microsoft’s Digital Marketing Center social media management tool. The users will also not be able view their previous tweets or engagement on the Microsoft Advertising Platform. Users can still manage and create Facebook, Instagram and LinkedIn content.

When it happened Microsoft’s announcement was made the day after Musk tried to entice advertisers back.

Musk, at an industry conference in Florida, said that he was trying to find a middle ground or a way to satisfy many things. “We want to make sure the public is heard, but also to improve your brand’s perception and sales.”

In 2021, advertising will account for almost 90% of Twitter revenue. According to Sensor Tower, in the first quarter this year, the top 100 advertisers on the platform reduced their spend by at least 80%. 37 of these advertisers appear to have spent no money.

Musk replies. Musk responded.

Microsoft is the major investor in OpenAI (the company behind ChatGPT) and, as such, has the responsibility of deciding which data was used to train it. Musk co-founded OpenAI back in 2015, but sold his stake a few years later. There are no signs that a lawsuit was filed as of today.

The article Microsoft’s ad platform will no longer support Twitter tomorrow first appeared on MarTech.