Twitter announced on Wednesday it will be removing third-party data sources from its ad platform early next year, according to the Wall Street Journal.
“Twitter is streamlining the way in which advertisers use audience data and shifting focus to the Twitter Ads API, which ultimately improves outcomes through technological advancement and developmental flexibility for our partners and customers,” a Twitter spokesperson told Marketing Land.
Once the new policy takes affect, advertisers will be required to purchase data on their own and Twitter will still need to approve the data sources used by advertisers.
Why we should care
Marketers on Twitter currently have the option to use third-party data sources offered by the platform, with ad costs for the data bundled into total ad costs. This change in policy means advertisers will have to rely on their own data sources.