“For a number of these publishers, things are out of their control if they rely on walled-garden platforms. For a company like Unilad with no big backers, plus an internal nasty dispute, it’s not well-placed to navigate these changes. It’s a symptom of the wider issue. The writing is on the wall for…”— Alex DeGroote, digiday.com
“There is a substantially increased risk that any given branded content campaign will receive little traction when distributed on Facebook. This, in turn, will impact the return on investment of the campaign. The higher the cost of content creation, the more challenging it will be for marketers to to…”— Eric Berry, forbes.com
“The fact remains that Facebook has been the most effective driver of affordable traffic, meaning there is now a pronounced gap in the efficiency of branded content.”— Eric Berry, forbes.com
“I don’t think Facebook becomes a no man’s land for publishers, but there will be a steeper slope from publishers who do well on the platform and the mediocre middle who didn’t necessarily design content specific to Facebook’s environment. It also means that the cost of branded content may go up as o…”— Noah Mallin, digiday.com
“Facebook is calling this the ‘friends and family update.’ But the update, in my opinion, has nothing to do with friends and family. The update has to do with greed. From what I’ve noticed, you’re still seeing the same amount of content from friends and family in your newsfeed that you saw before the…”— John Lemp, adweek.com
“It’s become like the mafia in a sense in that, if you want to communicate with the people that you’re supposed to have a connection with, you have to pay Facebook for that communication. The media and ad tech world is becoming ‘pay for play,’ and the fact that a publisher cannot get their message ou…”— John Lemp, adweek.com