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

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.