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40% of marketers plan Facebook audits

Marketers might be voting with their wallets in 2017, as faulty Facebook metrics, mainstream fake news, a pervasive ad fraud problem and poor transparency in the ad tech ecosystem has 50% of advertisers saying they won’t spend ad dollars on platforms they consider risky, according to an Advertiser Perceptions survey released Wednesday.

With the exception of Google search advertising, confidence in digital or social platforms is significantly below 50%, the report said.

Two-thirds of those surveyed said they are questioning their investment with Facebook, with 40% of those saying they plan to execute independent audits of the social media platform’s audience and ad delivery, according to the report. Even if they don’t all follow through, the finding seems to suggest that Facebook can’t take its momentum for granted.

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