Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The latest data breach in which Cambridge Analytica helped Trump get elected as president of the US using data from about 50 million Facebook users has already cost Facebook dearly, but the repercussions could go much deeper as legislators in EU and US push forward for stronger regulation.
In all this, marketers are also weary of the situation, although they still show no signs of moving their budgets away from the social network giant. The main issue that marketers now point to is the overwhelming influence of Facebook, which they say might be too big for its own good, Adweek reported.
“I wouldn’t say that we’re going to tell our clients to not advertise on Facebook, unless there’s more egregious information that sheds light,” said Jen Brady, vp of media at Periscope. “It’s not like it’s a sexual scandal. It is a very unfortunate situation.”
While execs believe that Facebook will button-up its data practices going forward—and that the social giant did its due diligence by sending out an email to its client council making advertisers aware of what it’s doing to address the allegations—marketers are concerned by the depth of data that Cambridge Analytica had access to. While advertisers have struggled to pull stats from the so-called walled garden and complained about strings of measurement snafus, some execs are questioning how much data Facebook is forking over to app developers compared to advertisers.
“It’s disheartening to know that Facebook will let an analytical firm that is supporting political campaigns use all this profile data but they won’t give it to my clients,” said an exec at a large holding company who spoke on the condition of anonymity. “I got a phone call over the weekend [from a client] and I’m sure I’ve had a few pings here and there, but I’m sure that [more] will come.”
The gist of the problem: Facebook’s data is powerful and its ads work with hyper-precision targeting and incomparable reach in digital advertising across Facebook, Instagram, Messenger and Facebook Audience Network (or FAN). According to eMarketer’s latest report, Facebook will generate $21 billion in U.S. digital ad revenue in 2018, up 16.9 percent year-over-year. In other words, Facebook’s tentacles reach so deep into digital advertising that it’s nearly impossible for brands to ditch the platform altogether.
Still, it’s not clear if the data allegations will spook consumers from using the platform, which would change audience sizes for advertisers.
Another agency source agreed that Facebook budgets will not immediately be cut but if the platform does not self-regulate ads, there may be money on the table for other platforms. “If Facebook starts to lose its targeting prowess or if the #deletefacebook movement continues, investment would decline along with reduced targetable reach,” said the source.
Building off the consumer privacy concerns, one of the anonymous sources said she expects for the idea of trust to be a selling point of this year’s upfronts—the annual events when media companies pitch media buyers and marketers big ad packages.
“In light of recent events, the potential impact from GDPR on digital advertising in Europe, and the call for heightened regulation in the U.S., I’m expecting 2019 budgets to see greater potential impacts,” she said.