Facebook says it isn’t worried about backlash from advertisers following its metrics error last year as it urges the ad industry to come together to solve the measurement challenge.
Facebook has credited the rapid growth of its mobile advertising business as its quarterly revenue passed $5.5bn for the first time. And its COO Sheryl Sandberg has urged brands “to catch up” to the rise of mobile or risk being left behind.
Facebook’s ad revenue growth shows little sign of being impacted despite concerns from marketers over its metrics and issues such as ‘fake news’.
Facebook is trying to measure too much and getting its own data wrong, that coupled with its dominant position in advertising is all the more reason for brands to be wary of it.
With the decline in text and increase in sharing through pictures and video, Facebook’s EMEA vice president Nicola Mendelsohn said she would put money on Facebook becoming “all video over the next five years”.
The digital giants have committed themselves to the IAB’s new ‘Gold Standard’ initiative, which looks to “raise the standards” and address ad fraud and brand safety in online advertising.
The social media giant admits it needs to stop showing case studies to appease advertisers and focus on providing better advertising analysis instead.
From the ongoing PR disaster at Ryanair to Philips leading a review into the way it buys media, here are five of this week’s biggest marketing stories.
Plus marriage equality opponents in Australia outspend their opposition by nearly 500% in TV advertising and B&Q faces disruption from a French DIY website.
Facebook’s chief operating officer suggests the growing importance of digital and mobile and the speed at which consumers can find information is causing a fundamental change in the way brands communicate.
The social network is introducing new eligibility standards for publishers and creators that will lay out more clearly the type of content that can be monetised.
Research shows Facebook has a “potential reach” of 7.8 million people aged between 18 and 24 in the UK, two million more than actually exist.
While Facebook remains the most popular social network in the UK, it is still losing share to Snapchat among younger age groups.
Top global marketers discuss the key attributes a modern marketing leader needs to succeed in 2017.
Facebook will start showing users ads on the homepage of its Messenger app as it looks to offer advertisers more ways to reach consumers beyond its core social network.
Facebook is transforming its Messenger platform to work as a contact book for consumers, and looks to attract brands by allowing them to contact consumers directly.
The days of women having to follow advice on how they should act to get ahead in business are over, she claims, and instead they should focus on being their ‘authentic selves’.
Facebook is introducing new features that will give marketers more control over where their ads appear, while Sky and Virgin Media are partnering to offer what they hope will be an alternative to digital amid transparency and brand safety issues.
Plus IAB plans to swap the term ‘programmatic’ for ‘automation’ and Unilever buys Quala brands to help drive growth in South America.
The social network seems to think that finding and admitting its errors will pacify marketers but they will not be happy until they get full, independent, third-party verification.
With Amazon’s advertising business growing fast there’s speculation it could step up its efforts to take on Google and Facebook, and become the third major player in the digital ad market.
Plus the IAB forces its members to tackle fraud and lack of transparency, Germany rejects a new Google hub in Berlin and Transferwise sets up shop in Asia.
Facebook says issues with digital measurement are down to marketers taking shortcuts and focusing too much on last-click attribution.
The social media giant has integrated header bidding into its Audience Network in a bid to cut out the “middle men” who unfairly profit from programmatic buying.
Facebook’s EMEA boss says the social network is “striving to be the most open and transparent company” amid growing concerns about digital ad measurement and effectiveness.
The social media giant’s marketing director for business in Europe shares her thoughts on what makes a successful brand partnership.
Thinkbox expects TV ad spend growth to be flat this year as concerns over Brexit make marketers uncertain over how they will spend their budgets.
Facebook CMO Gary Briggs says creativity and innovation will be key to site’s success over the next 10 years but he warns that there’s no point doing something new just for the sake of it.
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