The rising cost of impressions for advertisers could be a bigger concern with Facebook than privacy fears, writes Andy La Fond, executive media director at R/GA Chicago, in AdExchanger. “Advertising is the lifeblood of Facebook, and it has been growing faster than any other revenue stream,” he says. The increase could be due to a number of factors, including changes to the Facebook news feed and users spending less time on it amid concerns over privacy. But regardless of the cause, brands may consider other social platforms.
The rising cost of impressions for advertisers could be a bigger concern with Facebook than privacy fears, writes Andy La Fond, executive media director at R/GA Chicago, in AdExchanger. Cost per thousand impressions (CPMs) on the social media site have risen by an average of 51% over the past 14 months, AdStage data showed. The increase could be due to a number of factors, including changes to the Facebook news feed and users spending less time on it amid concerns over privacy. But regardless of the cause, brands may consider other social platforms.