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Marketers’ love-hate relationship with Facebook and Google is complicated. While the duopoly’s grip across digital advertising only continues to grow—the two make up 60 percent of 2017 digital spend, per eMarketer—marketers’ concerns about brand safety, data and fake news also continue to grow.
Given the platforms’ massive clout and the lack of data that marketers are privy to, advertisers are quick to complain about the ins and outs of working with Facebook and Google. More often that not though, the qualms aren’t specific.