Marketers’ love-hate relationship with Facebook and Google is complicated. While the duopoly’s grip across digital advertising only continues to grow—the two make up 60 percent of 2017 digital spend, per eMarketer—marketers’ concerns about brand safety, data and fake news also continue to grow.
Given the platforms’ massive clout and the lack of data that marketers are privy to, advertisers are quick to complain about the ins and outs of working with Facebook and Google. More often that not though, the qualms aren’t specific.
Though they may have something specific to now gripe about: Thursday night, Facebook announced, through a Mark Zuckerberg post, that its 2 billion users will “see less public content like posts from businesses, brands and media” and more content from their friends. The upshot: Marketers want more granular metrics on both platforms, better cleanup of brand safety issues and accountability around fake news.
More on this last one later. Meredith Verdone, Bank of America’s CMOFrom the walled-garden standpoint, it’s making sure that we have access to the data that we think belongs to us.
This brand safety issue is critical. Our brand is our most important asset and having it adjacent to content that detrimental to our brand and that’s going to continue to be at the forefront [of our work.] You see any brand that has a sidestep miscue and people are very unforgiving. Read more from adweek.com…
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