Facebook Inc.’s sprawling reach among consumers and its powerful ad targeting abilities have made it a seeming must-buy for many marketers. The alternatives sometimes don’t get enough attention because Facebook advertising is considered a safe choice, according to an ad buyer at a major advertising agency. “We invest billions of dollars each year to keep our community safe and continuously work with outside experts to review and update our policies,” a Facebook spokeswoman said Monday. Some of the marketers pulling back from Facebook are now going to find out if their strategies will work out. Not every boycotter will reallocate its Facebook and Instagram ad spending to other advertising and marketing channels: REI, the outdoor retailer, said it will spend the money elsewhere in its business instead.
Source: Wall Street Journal June 29, 2020 22:00 UTC