Why This Facebook Boycott Is Different

The North Face and Ben & Jerrys are among companies pulling ads from the social media giant

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As a major advertising publication covering Facebook, we often ask whether brands will leave the platform over the latest scandal: the Cambridge Analytica data leak, inflated video metrics or its do-nothing approach on President Donald Trump’s incendiary posts.

More often than not, the answer we hear from brands and media buyers is “no.”

Facebook holds a commanding presence in the digital marketing space. It not only owns the second-largest slice of the digital ad pie, according to eMarketer, but marketers frequently say it’s the most affordable and effective way to target people online.



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