Digital advertising comes under pressure
“Bots” and automatic algorithms have completely transformed the realm of digital advertising and brought in billions of dollars in revenue for Facebook and Google. Yet an old adage still rings true today – “half the money I spend on advertising is wasted; the trouble is, I don't know which half”. If doubts about ad-sales effectiveness and practices grow, they could undermine social media business models and the profitability of the FANGs.
- Some firms may be overstating the reach and effectiveness of their technologies. One mega-cap US consumer-goods company recently made headlines when it slashed its online ad spending, citing “largely ineffective” digital ads.
- On the other hand, some of these ad-sales platforms may work too well, bringing into question the professed “platform neutrality” of some Big Tech companies. Amid growing concerns about Russia’s role in recent US elections, Facebook recently bought its own high-profile ads to detail how it is “protecting our community from election interference” – a clear response to calls for them to police their network.
"Questions are arising about the “platform neutrality” of some Big Tech companies"