Meta's recent embrace of a more lenient approach to content moderation, under Mark Zuckerberg, mirrors the brand safety crisis faced by Twitter after Elon Musk took over. Advertisers are increasingly nervous about associating their brands with potentially harmful content on these platforms. While Zuckerberg's strategy is seen as more sophisticated than Musk's, the underlying concern remains: that advertisers might prioritize brand safety over the vast reach offered by platforms like Facebook and Instagram. The ongoing reevaluation of ad spending on Meta suggests that brand safety could indeed outweigh market reach, echoing the advertising exodus witnessed on Twitter.
advertisers are rethinking their Meta ad spend. Again, it's not because of ideological disagreements. It's that they know they'd rather not pay to have their ads appear next to hate speech.
Just as advertisers fled ExTwitter when Musk decided 'brand safety' was for wimps, Meta's advertisers are getting nervous about their own brands being associated with whatever bigoted content Zuck now thinks deserves his personal protection.
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