Thursday 20 April 2023 / 14:45
Starting April 25, advertisers using Microsoft’s social media management tool will no longer be able to access Twitter on their dashboard.
And the tech giant announced on its ad platform page that its digital marketing hub Smart Campaigns, a multi-platform tool, will no longer support the social network in a few days.
The announcement comes a month after Twitter revealed how much it would charge to access its API. The cheapest package available is reported to be priced at $42,000 per month.
While Microsoft could have easily paid that amount, it seems it decided to ditch Twitter instead. Removing support from the website’s social media management tool means advertisers won’t be able to use it to create, manage or schedule draft tweets and view past tweets and interactions. Other social media channels like Facebook, Instagram and LinkedIn will continue to be available, Microsoft said in its announcement.
News: Microsoft drops Twitter from its ad platform after refusing to pay Twitter’s API fees pic.twitter.com/dY6YBIxjo5
— T(w)itter Daily News (@TitterDaily) April 19, 2023
After Microsoft’s announcement, Elon Musk responded to the company’s tweet, threatening legal action against it. “They used Twitter data to train illegally. It’s time to file a lawsuit,” Twitter’s owner wrote. It doesn’t say how Microsoft used Twitter data to train anything illegal, but it’s worth noting that tech company ChatGPT is a key supporter of the OpenAI developer. The CEO co-founded OpenAI in 2015, but distanced himself from the company, and has recently been a vocal critic of chatbots and AI as a whole. Musk also revealed his plans for his own artificial intelligence company to compete with OpenAI and Google.
Microsoft’s decision comes at a particularly bad time for Twitter. The website has continued to lose advertisers since Musk took over, and less than half of the top 1,000 advertisers spent money on Twitter in January, according to Sensor Tower’s digital marketing analytics firm Pathmatics. Gadget.
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