A problem of transparency and trust

[samiaseo222]

Facebook currently has around five million advertisers , of all sizes, but some of the biggest have already begun to publicly question the platform's role in their strategies in the wake of the Cambridge Analytica scandal. ISBA, a group representing around 3,000 advertisers in the UK , is threatening to leave the platform unless there are convincing explanations for what happened and reasonable measures to prevent it from happening again.

This includes Unilever, one of the austria email list world's largest advertisers, whose marketing director had already made it clear in February that he was prepared to stop advertising on Facebook or Google if they did not effectively confront the violent or divisive content they host .

It should be remembered that advertising on the platform has been increasing in price following the decline in organic activity through pages, so that it is now more expensive to obtain an impact . If you add to that a possible departure of users, among whom may be those who are of interest to your brand, or a clean-up of their profiles with the removal of data that was previously useful for segmentation, you would pay more for a more uncertain result .

In all cases, complaints always point to a lack of transparency, which leads to a breakdown of trust . Companies that market on Facebook do not know how the platform works when it comes to serving the ads they pay for, nor do they understand the changing metrics they are offered to measure their effectiveness. Ultimately, they are also unaware of possible uses of user data for which users have not given their permission .