Microsoft plans to drop Twitter support from its ad platform on April 25; users won't be able to access or manage Twitter accounts through Microsoft's tool

Yet another big B2B service passes on paying for Twitter's new high-priced API. — Twitter is being removed from yet another big B2B platform.

Mashable 2023-04-20 Matt Binder

Context & Ripple Effects

Twitter’s move to end free API access and introduce a paid tier had already put third-party integrations under pressure, with coverage warning that useful bots could be lost alongside commercial tools. Microsoft Advertising is a consequential B2B exit because it removes a distribution and management channel used by advertisers rather than a niche single-purpose app.

The break also immediately became a dispute over data use: Musk publicly raised the prospect of action after Microsoft’s announcement, tying API pricing and platform-data control to a broader conflict over who may build on Twitter. See Musk’s response to Microsoft’s withdrawal and Twitter’s planned end to free API access.

First-order effects

Microsoft Advertising users must manage Twitter accounts outside Microsoft’s tool after April 25; Twitter no longer receives that platform’s integrated workflow.
Twitter’s higher-priced API policy loses a prominent B2B integration rather than converting it into a paying customer.

Second-order effects

Advertisers and agencies that value cross-platform campaign management face added operational friction, while rival ad-management tools must decide whether Twitter access justifies the new API cost.
The exit reinforces the practical risks flagged for bots and services reliant on free API access: paid access can narrow the set of third parties willing to maintain integrations.

Third-order effects

If major platforms continue to price access beyond the value intermediaries can capture, social networks’ ecosystems may shift toward fewer, first-party-controlled tools and direct customer workflows.
The dispute suggests that API terms are becoming a lever for governing both product integrations and permissible use of platform data, though the durability of that leverage depends on whether customers keep using the platform.

The trend: Social platforms are converting API access from a broadly available integration layer into a paid, tightly controlled strategic boundary.

Discussion

@caseynewton@mastodon.social Casey Newton on mastodon
Good for Microsoft https://mashable.com/...
@tomwarren Tom Warren on x
Microsoft is dropping Twitter from its advertising platform on April 25th. It comes after Twitter announced fees to use its API, with access starting at $42,000 a month https://twitter.com/...
@mattbinder Matt Binder on x
new from me: Microsoft is dropping Twitter from its advertising platform Twitter will be removed from Microsoft Advertising just before Twitter moves to its new high-priced API (starting @ $42,000 per month) no changes to other social media platforms https://mashable.com/...
@carnage4life Dare Obasanjo on x
Things come full circle as the last big product I worked on at Microsoft is a casualty of Elon's Twitter. I remember Twitter's old API pricing made the economics of providing a low cost Twitter management service tough a few years ago. Let alone now. https://mashable.com/...
@parismarx Paris Marx on x
just when you thought twitter's ad revenue couldn't sink any lower 📉 https://twitter.com/...
@krassenstein Brian Krassenstein on x
@elonmusk @TitterDaily I'm curious if you have a long term plan here. I understand charging for the API, but I think that one thing that had been great about Twitter in the past is it's ability to function across the internet. In many cases this move is killing traffic to Twitter…
@evan_rosenfeld Evan Rosenfeld on x
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.
@mattbinder Matt Binder on x
as part of Microsoft Advertising, companies can manage its social media profiles alongside its paid social & search campaigns on 4/25, Microsoft will remove Twitter brands will still be able to manage their Facebook, Instagram, & LinkedIn there https://mashable.com/...
@anthropy@mastodon.derg.nz @anthropy@mastodon.derg.nz on mastodon
By the way, for anyone still on twitter: The new privacy policy allows Elon to train AI on anything you post there, including text AND pictures. — So if I were an artist I'd get the hell off there, because legally you don't have a leg to stand on.
@mmasnick@mastodon.social Mike Masnick on mastodon
LOL. Musk claims he's going to sue Microsoft for not paying $42k for the API.
@elonmusk Elon Musk on x
@TitterDaily They trained illegally using Twitter data. Lawsuit time.
@elonmusk Elon Musk on x
@krassenstein @TitterDaily I'm open to ideas, but ripping off the Twitter database, demonetizing it (removing ads) and then selling our data to others isn't a winning solution
@technoir_vr @technoir_vr on x
Seeing Elon go at MS is gonna be hysterical. Richest man in the world v's one of the biggest corporations in the world. This will get really interesting real quick https://twitter.com/... https://twitter.com/...
@vaushv @vaushv on x
If Elon fans didn't all have goldfish brains they'd remember the last ten million times he said he'd do something and then just never did it https://twitter.com/...
@playgamesmovies @playgamesmovies on x
⚡️🥊 Elon X Corp. vs Microsoft 🥊 ⚡️ 🎙️ “From the producers who brought you #EpicVsApple, Coming Soon, The Live Legal Sequel: #ElonVsMicrosoft” 📺 This would be Pay Per View entertainment worth subscribing to lol PPV for all, & included for @TwitterBlue @elonmusk subscribers. https:…
@rowancheung Rowan Cheung on x
Musk's threats highlight the growing tension surrounding data ownership in the AI landscape. The battle for AI dominance has just begun. https://twitter.com/...
@dabitch @dabitch on x
Trained what, exactly? And how was it illegal when everyone was allowed to read, use, and plug into Twitter API for years, oh heck this is going to be very interesting. https://twitter.com/...
@sunnyedwards Sunny Edwards on x
😂 These Twitter files are the best thing that's happened to the internet https://twitter.com/...
@sarthakgh Sar Haribhakti on x
Just a wild thing to tweet casually Even for him https://twitter.com/...
@lrozen Laura Rozen on x
would this be related to microsoft having an AI platform and Musk saying he wants to get into AI? https://twitter.com/...
@rustybrick Barry Schwartz on x
Elon threatens to sue Microsoft #ppcchat :P https://twitter.com/...

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