“There may be heads on pikes by the end of this,” Cory Dobbin, the founder of the Aaron Advertising digital agency, wrote on Twitter.
Many businesses rely exclusively on Facebook to reach customers, Mr. Dobbin, who manages roughly $50,000 a day in advertising spending, said in an interview. The majority of his clients’ spending goes to Facebook, with the rest to Google, Snap and other platforms.
“The name of the game for many advertisers, if it wasn’t already, is diversification,” he said. “This is a perfect example of why you can’t rely on a single channel to bring in all of your revenue.”
He continued: “It’s just far too risky to rely on Facebook to be there for your business long term.”
Mr. Dobbin said he would be surprised if Facebook refunded advertisers.
“This is how Facebook works,” he said. “Always has been, likely always will be.”
The outage added to growing concerns about Facebook. Omnicom Media Group, which manages more than $30 billion in global marketing spending a year, sent an update to clients on Monday noting that Facebook had been in touch to defend itself after Ms. Haugen appeared on the CBS program “60 Minutes” on Sunday.
Omnicom had sent a message to clients addressing a series of articles from The Wall Street Journal about Facebook. The ad company pointed to a report that Facebook misled its oversight board by claiming that its XCheck program, which exempted at least 5.8 million high-profile users from normal enforcement rules, was used only sparingly and that data from the system could not be tracked.
Article source: https://www.nytimes.com/2021/10/05/business/media/facebook-outage-advertisers.html
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