The Blubber

Microsoft has announced that it will discontinue support for Twitter on its Microsoft Advertising platform starting April 25, 2023. The company has informed users that Smart Campaigns with Multi-platform will no longer include Twitter support, and a similar notification has been sent to Microsoft Advertising users regarding the Digital Marketing Center (DMC).

As of the specified date, Microsoft Advertising users will no longer have the ability to access their Twitter accounts via the DMC's social media management tool. Consequently, users will be unable to schedule, create, or manage tweets and tweet drafts. Additionally, viewing past tweets and engagement data on the Microsoft Advertising platform will no longer be possible.

Interestingly, Microsoft's decision was announced just a day after Twitter's owner, Elon Musk, made an appearance at a major marketing and advertising conference. During the event, Musk sought to attract brands back to Twitter, which had lost a significant portion of its major advertisers following Musk's acquisition of the company.

Microsoft Advertising's Digital Marketing Center previously offered a comprehensive social media management solution that enabled advertisers to manage accounts across multiple platforms, including Twitter, Facebook, Instagram, and LinkedIn. The feature allowed users to respond to tweets, direct messages, and other social media interactions, all from a single dashboard. Although the social media service was offered for free, it was a prominent feature of the DMC and complemented the platform's paid advertising tools for social media and search.

Despite the discontinuation of Twitter support, Microsoft Advertising users will continue to have the ability to manage and create content for other platforms such as Facebook, Instagram, and LinkedIn.

Elon Musk, in response to Microsoft removing Twitter, Elon said "They trained illegally using Twitter data. Lawsuit time.".

Nothing further has been elaborated to yet and this is a developing story.