How Facebook Tricked Brands Into Giving Them Billions of Dollars

Budgets on the social media giant need to be better managed

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.