Expert Editorial: Does Meta Matter Anymore? What to Make of the Online Advertising Crash


Let’s fact-check some of the claims being thrown around
for the current social media advertising crisis.

By Susan DeMatei

 

As 2023 planning kicks into high gear, one question frequently popping up is the viability of Meta (the company that owns Facebook, Instagram, What’s App and Messenger) and Google as advertising platforms.

The scrutiny stems from the fact 2022 has not been kind to the tech sector. The stock market saw seven years of gains erased in 10 months last year. The headlines are brutal, calling Meta a “risk,” a “loser,” or in what CNBC named a “death spiral.” Every other day, it seems, there’s news of another large marketer pulling out of the platform. Meta’s meltdown is shocking but not singular. Google went down 40% last year, Amazon 45% and Snap 80%. Add the absolute insanity with Twitter, and even the boldest marketer is wondering how much budget to attach to social media in 2023.

We must break down the causes of these market shifts to answer those questions and apply them to the wine business.

Just the facts, please.

Keeping politics out of it, let’s fact-check some of the claims being thrown around for the current social media advertising crisis.

It’s the economy’s fault.

When Google, Meta, Amazon and Snap missed their quarterly revenue goals, the response to shareholders was a chorus of “it’s not our fault.” Meta blamed “the uncertain and volatile macroeconomic landscape,” Google called it “the challenging macroclimate” and Snap cited “macro headwinds.” In short, inflation and joblessness are up, consumer confidence and home values are down, and supply channel issues aren’t helping.

Sounds reasonable: when people buy less stuff, there are fewer sales of stuff, meaning fewer advertising dollars for the people who make the stuff. 

But are we really buying less? You might be

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WhatsApp’s new appear leans into the environmentally friendly

It’s been a rocky handful of months in the world of tech. Post-pandemic boom, share charges dropped sharply for Amazon, Alphabet and Apple this week, following they posted disappointing economic results. Previous month also noticed Google’s mother or father organization minimize 12,000 work and Amazon make 18,000 redundancies.

Irrespective of delivering much better than anticipated success, Meta has not been immune from the gloomy in general image, after it was pressured to make 11,000 men and women redundant late very last 12 months.

Next the controversial launch of model Meta in 2021, and a new seem for Instagram previous yr, Facebook’s guardian enterprise has now turned its notice to WhatsApp, the non-public messaging app it acquired in 2014 for $19 billion.

Acquiring, for the most section, managed to stay clear of the level of scandal and critique aimed at its company household, WhatsApp’s new appear appears to be an try to established it apart from the relaxation of the tech pack.

“WhatsApp is not a social media software. It’s a secure, intimate products developed to give anyone — any place in the entire world — the capability to connect and enact adjust,” suggests Koto, the studio driving its new common style technique.

Warm on the heels of Koto’s much-discussed lightning-encouraged branding for checkout platform Bolt, the studio’s new look for WhatsApp seeks to deepen the relationship among its product or service expertise and promoting.

Driven by the notion ‘Forward. Together’, the design technique builds on the messaging app’s name as a secure and robust interaction tool for its two billion consumers by exploring the brand’s “emotional landscape”, Koto explains.

The studio produced a vast-ranging colour palette that will allow diverse accents of the model to be expressed throughout distinct touchpoints, from making fairness in the WhatsApp eco-friendly to moments

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Province indicators deal to carry digital wellness records to Nova Scotia

The Nova Scotia govt has signed a $365-million deal to provide digital overall health-care records to the province, a move officials claimed Wednesday signifies a match changer in the way client care is managed.

Overall health Minister Michelle Thompson said the system would start out a staged rollout inside two many years, with an original laptop portal completely ready in 10 months.

The improve strikes at the heart of extensive-standing complaints from wellbeing-care providers about working with inefficient record-retaining programs and out-of-date technology, and from sufferers disappointed about possessing to frequently recount their professional medical historical past each individual time they go to the healthcare facility or fulfill a new service provider, mentioned Thompson.

“They’re both equally correct,” she told reporters at a information conference in Halifax.

A woman with dark hair sits at a podiium.
Dr. Christy Bussey is clinical govt director of Nova Scotia Health’s central zone. (Robert Limited/CBC)

Nova Scotia’s method even now takes advantage of “20th century techniques,” including the cellular phone, fax device and paper to document and share client details, along with a assortment of computer systems that are unable to talk with each other. It is a person of the number of provinces nonetheless applying a paper-based process, officers stated Wednesday.

“We need to get out of working on paper,” Dr. Christy Bussey,  medical executive director of the health and fitness authority’s central zone, advised reporters.

“We have to have to get into a electronic way of providing treatment.”

The new method acknowledged as a person affected person 1 file, or OPOR, is a “internet of interaction” that will lead to far better, far more timely choices for individuals, said Thompson. It must boost capacity to see people, minimize down on medical procedures wait around occasions and increase efficiencies in using acute treatment beds due to the fact the procedure will track 

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Google monopolizes online advertising, U.S. alleges in antitrust lawsuit

The U.S. Department of Justice (DOJ) and eight U.S. states are suing Google for allegedly monopolizing online advertising.

The complaint, filed Tuesday in Virginia, alleges that Google monopolizes key digital advertising technologies, collectively referred to as the “ad tech stack,” that website publishers depend on to sell ads and that advertisers rely on to buy ads and reach potential customers.

Owned by Alphabet Inc, Google now controls the digital tool that nearly every major website publisher uses to sell ads on their websites (publisher ad server), the states allege in a news release. It controls the dominant advertiser tool that helps millions of large and small advertisers buy ad inventory (advertiser ad network), and it controls the largest advertising exchange (ad exchange), a technology that runs real-time auctions to match buyers and sellers of online advertising.

Website publishers use ad tech tools to generate advertising revenue that supports the creation and maintenance of a vibrant open web, providing the public with unprecedented access to ideas, artistic expression, information, goods, and services, the governments said in the release. “Through this monopolization lawsuit, the Justice Department and state Attorneys General seek to restore competition in these important markets and obtain equitable and monetary relief on behalf of the American public.”

Over the past 15 years, the suit alleges, Google has engaged in a course of anticompetitive and exclusionary conduct that consisted of neutralizing or eliminating ad tech competitors through acquisitions, wielding its dominance across digital advertising markets to force more publishers and advertisers to use its products, and thwarting the ability to use competing products. “In doing so, Google cemented its dominance in tools relied on by website publishers and online advertisers, as well as the digital advertising exchange that runs ad auctions,” the governments said in the news release.

The governments

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Can John Roa’s Caden Solve The Internet Advertising Privacy Problem?

Internet advertising was born of the idea that a host of services and information would be available free in return for the ability to collect data from consumers in order to serve them better ads or search results. Yet that ideal “contract” with consumers has, in many cases, turned into a “faustian bargain” at the cost of personal privacy.

Data, provided by consumers most often without their informed consent, is at the heart of the staggering rise in Internet Advertising. Digital advertising spending worldwide amounted to $521.02 billion in 2021 and is projected to reach $876 billion by 2026, according to Statista, with marketers spending more on digital platforms than any other media format.

Privacy legislation like Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have attempted to even the playing field to provide consumers more control over their personal information. Both have yet to meaningfully change the dynamics of the marketplace where billions in market cap in companies like Amazon, Netflix, Alphabet, Meta and The Trade Desk are at stake.

One startup hoping to change that dynamic is Caden. Founded in 2021 by John Roa, the New York City-based company provides an open data platform that enables users to control and monetize their personal data. Caden allows users to securely access data from various brands and add it to their secure “Vault” that they own and control. Users who agree to share their data for advertising purposes can earn a portion of the revenue generated by the app.

The idea is not entirely new, but the Caden concept is backed by internet luminaries including Jerry Yang of Yahoo! founding fame and Wenda Harris Millard of MediaLink, along with business leaders like Barry Sternlicht of Starwood Capital.

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