How Advertisers Can Turn the Facebook Boycott into a Transformative Moment
With more than 90 major advertisers and counting announcing plans to dump Facebook’s advertising platform, a critical question is being asked by marketers in the shadows of the ‘Stop Hate for Profit’ campaign: Where will departing brands go for digital marketing?
The case for the breakup is clear: Businesses want to separate their brands from third-party business practices that do not align with their values of inclusivity, transparency, and integrity. Specifically, they are dismayed at Facebook’s hesitation to enforce its community standards, letting misinformation and hate speech run rampant on the user-driven platform.
However, with the Google, Facebook, and Amazon triopoly representing just under 70% of global digital ad revenue, a clean break from the conglomerates is much easier said than done. Advertisers, like anyone going through a breakup, must instead look within to understand where things went wrong. After all, they don’t want to make the same mistakes again. With enough introspection, advertisers will see that this is more than just a war on hate speech.
