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Facebook advertisers can not afford to play hardball



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  • Although many top marketers are publishing their criticisms of Facebook's dealings with the Cambridge Analytica controversy, there is another side to the story:
  • There are thousands of advertisers on Facebook it's not even intended to cancel or throttle Facebook ads.
  • That's because these brands rely on Facebook to generate a lot, if not their entire business. "You can not afford to be valuable," says a senior executive.

Big advertisers have left it to Facebook.

But many advertisers do not shout about the case of Cambridge Analytica. They just can not afford it.

Lately, huge marketers like Procter & Gamble and Unilever have been wondering how much they need to promote digital media at all. And they're fed up with Facebook's mishaps with customer data and a reluctance to use third-party measurements as they prefer.

After the chaos in Cambridge, big advertisers have been struggling to fight back, the Wall Street Journal reported. As a result, Facebook's sales chief has spent much of her time mitigating damage.

But there's another side to it – and it's important to remember that Facebook has 6 million advertisers. So many of the advertisers who thrive on Facebook, as well as Google, Instagram and other platforms, are not from Procter & Gamble. Instead of worrying about how Facebook is replacing its shrinking television viewers, these brands have built their business on Facebook. In other words, placing ads on Facebook means you have to give up your own business.

"Of course, these brands are concerned with brand safety," said Sam Appelbaum, general manager of YellowHammer Media Group, which specializes in brands that sell directly to consumers through digital media. "But they can not afford to be valuable, Facebook advertising is critical to business development, and in some cases, it's the area where most of their business is generated."

This is not the case with most major marketers who are screaming about Facebook's data errors. These companies often do not have their own consumer data and many rely on selling their goods in physical stores.

And they've developed their brands in a traditional media-centric era focused on Madison Avenue. So any connection with consumer data breaches, fake messages, Russian bots, etc. is welcomed with the desire to protect their good names.

"These people focus 100% on their image and PR angle, and we focus on generating customers," said Brian Schwartz, partner at Fuego Box, a startup that primarily caters to high-end gravy consumers about social media sells.

Of course, Fuego Box cares about his brand, Schwartz said. And if Facebook or Google or any other brand proved to be clearly harmful to their image, they would have to rethink things.

But Fuego Box and the thousands of other marketers like them do not always have the luxury of threatening to lower spending from a huge platform to negotiate or prove a point. Which probably Facebook isolated from too much damage.

"There are things we can control and those we can not control," he said. You have to somehow bake everything as you rate your media spending. But most of the time it works if it works, right? "

Or as a leader from a big direct-to-consumer brand:" We're a performance marketer. .. [Facebook has] the audience … so less decisions based on politics and values ​​and more based on performance. "


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