Last month, Twitter softly withdraws its Ads Transparency Center from the platform. The center helps anyone to watch any commercials running by a Twitter profile for a given period of time.
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Bene Earl of headland Consultancy is the one who notices this change and pointed towards the official statement.
As of January 25, 2021, the Ads Transparency Center is no longer available. Please visit Business.Twitter.com to learn more and download a historical archive of all political and issue ads prior to the prohibition of both Political and Issue Ads on Twitter.
Ads Transparency Center
Twitter Ads Transparency center was really helpful in terms of getting more knowledge on Twitter campaigns. Center doesn’t help only to understand political campaigns but other campaigns as well. Through this advertisers can learn how the platform can be used.
The step of removing the Ads Transparency Center might happen because of last year’s US Presidential Election. Various social media platforms were used for the campaigns and resulted in the failure of security. This is a big concern, therefore every social media platform is taking some necessary steps.
We launched the Twitter Ads Transparency Center (ATC) in May 2019 to provide greater insight around Political and Issue ads on the platform. With the official prohibition of both Political and Issue Ads on Twitter in November 2019 and the establishment of a mandatory Cause-Based Ad certification and review process, the ATC no longer provides its original intended value.
To replace the ATC and maintain the same levels of transparency, Twitter is now providing an archived version of ATC data from all Political ads that ran between May 24, 2018 and November 22, 2019 and Issue ads that ran between August 08, 2018 and November 22, 2019. If you’re interested in learning more about any and all ads being served to you, you can download this information by clicking on Your Account in the Settings & Privacy tab.
Conclusion
Twitter Ads Transparency center serves more than just information on political campaigns. This will lead to less information on your competitor’s campaigns running on the platform.
This is considered not to be a major issue but yes for social media marketers it was quite valuable to study the platform.
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