The Evolution of Facebook as an Ad Platform: Contextual Targeting Has Yet to Come

Opinion: Striking the right balance between the needs of consumers and advertisers remains an ongoing challenge

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Lured by the site’s 2.234 billion monthly users, marketers have flocked to Facebook in droves, driving a disproportionate share of the growth in digital ad spending. But nagging questions swirling around third-party data usage and the changes ignited by the Cambridge Analytica firestorm are forcing marketers to get creative with their ad-targeting strategies.

As marketers adjust to this brave new world, Facebook continues to roll out a suite of new innovative formats and tools for advertisers, such as augmented reality, playable ads and unskippable Stories.



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