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News Publishers Pull Ad Dollars from Facebook

Posted on Wednesday, May 30, 2018 at 10:59 AM

In the news: Facebook's new policy for identifying political ads is alienating some publishers.

Responding to widespread calls to stem the flow of misinformation and fake news, Facebook has recently revamped its protocols for labeling ads. But for some publishers the move is a deal breaker. Lucia Moses of Digiday.com reports that "publishers who are concerned that their news articles will be treated as political advocacy ads ... have suspended their paid media spending on Facebook in response to the policy." Among those publishers are The Financial Times and New York Media.

The problem, Moses asserts, citing recent New Media Alliance comments, is that Facebook's new policy fails to differentiate between political ads and paid news content from media brands. What's more, advertisers must now disclose their identity to Facebook, which creates additional problems for publishers. Read more here.

Also Notable

How Publishers Are Using Audience Data

Publishers are putting collected audience data to work in their relationships with advertisers. Patrick Kulp of AdWeek.com writes that publishers "have taken advantage of data science projects built for editorial purposes to give advertisers a clearer picture of who's consuming their content and how to best speak to them." Among those brands experimenting with various data science projects are the New York Times and Washington Post. However, Tony Bailey, senior vice president of technology at Digitas, reminds Kulp that "only a few major media companies have the sort of scale on their own to make proprietary tools worthwhile." Read the full article here.

Keeping Up With Social Media Trends

Magazine brands must constantly reimagine their social media strategies. As Ryan Derousseau of Foliomag.com writes, reader preferences are constantly changing and social media sites frequently fine-tune their algorithms. This means that publishers and social media editors have to be on their toes daily to produce content that will draw clicks, likes, and, most important, new subscribers. In this May 22 piece, Derousseau examines the social media strategies of Esquire, This Old House, and Roast to see what's working. Read the article here.

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