Facebook’s new algorithm changes are probably going to be painful for publishers, especially those that still get a large chunk of their traffic from the social giant.
In general, publishers have seen Facebook traffic to their websites decline for more than a year, thanks to Facebook’s previous algorithm tweaks as well as moves by publishers themselves to be less reliant on the social media company.
Topix, which now pays Facebook for traffic, had previously been burned by changes to Google’s algorithm.
Google is rolling out a new tool that will stop so-called reminder ads from following you around the internet, typically used to try to get users to come back after virtual window shopping.
Users can then choose to mute individual reminder ads and view those that they’ve already muted with their Google Ads settings.
Muting lasts for 90 days, but Google is quick to point out that it only affects sites and services using its ads platform and that other ad services also provide similar reminder ads, meaning this will not be a magic bullet for all irritating ads.
DHL, General Mills, Honda, L’Oreal, Mondelez and P&G all moved accounts to new agencies while the likes of Coty, GSK, Reckitt Benckiser and Unilever ran pitches before opting to retain their incumbents.
Now advertisers are challenging their agencies to illustrate what measures they have in place to mitigate against ad fraud and enforce brand safety, marketing’s hottest topics.
Published last year, the second Media2020 report by Media Sense, ISBA and IPSOS Connect – which surveyed 250 senior British marketers – recorded an uptick in respondents stating that they will use fewer agencies in the future compared with the first survey, conducted in 2015.