How Facebook Tricked Brands Into Giving Them Billions of Dollars

Budgets on the social media giant need to be better managed

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Despite Facebook’s recent controversies, ad sales have continued to grow. In fact, Facebook netted nearly $40 billion in ad revenue last year because brands believe the platform is driving significant sales. But smart marketers and agencies have been in on a secret for years: The actual sales revenue advertisers generate from Facebook ads is much smaller than what Facebook or their agencies reports back to them.