Facebook's Anthology programme, which tried to pair brands and publishers to produce branded content for its platform, has failed to catch on, with brands increasingly bypassing Facebook to build their own relationships. Its failure has been attributed to its cost – an initial $1m minimum spend was cut to $2m – and to the fact that it is no longer relevant because of growing expertise at producing branded content among agencies and publishers. Noah Mallin, head of experience, content and sponsorships at Wavemaker, concluded: "We have relationships with almost all of the Anthology partners and buying expertise on the platform."
Facebook's Anthology programme, which tried to pair brands and publishers to produce branded content for its platform, has failed to catch on, with brands increasingly bypassing Facebook to build their own relationships. Its failure has been attributed to its cost – an initial $2m minimum spend was cut to $1m – and to the fact that it is no longer relevant because of growing expertise at producing branded content among agencies and publishers. Noah Mallin, head of experience, content and sponsorships at Wavemaker, concluded: "We have relationships with almost all of the Anthology partners and buying expertise on the platform."