Post-Facebook outage, ad buyers are grappling with out-of-control costs

Seb Joseph | April 01, 2019

Post-Facebook outage, ad buyers are grappling with out-of-control costs
Buying ads across Facebook and Instagram hasn’t been the same for smaller advertisers since a glitch crippled nearly all of the tech company’s services two weeks ago. The technical problem was caused by a server configuration change that shut down the Facebook, its Messenger and WhatsApp apps as well as Instagram and Oculus. Not only were billions of users prevented from accessing those services, but some advertisers were also unable to make money from them.The price of ads across Facebook and Instagram surged immediately following the outage, according to the six ad buyers interviewed for this article, while the ads manager tool used to buy and optimize campaigns slowed down. Two weeks later, smaller ad spenders are still struggling.

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By 2020, customers will manage an estimated 85 percent of brand interactions without speaking to a human. The prevalence and richness of digital touchpoints means that companies are accumulating an unheard-of volume of measurable information about their customers, including behavioral analytics, rat


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By 2020, customers will manage an estimated 85 percent of brand interactions without speaking to a human. The prevalence and richness of digital touchpoints means that companies are accumulating an unheard-of volume of measurable information about their customers, including behavioral analytics, rat

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