Despite the exodus of major brands, the boycott opened the door to smaller advertisers. Analysts and ad execs expected Facebook to be hit hard, but that was not the case.
The amount of risky content served on platforms continues to force some advertisers to defund news. "Brands are afraid of disinformation," said Brian Atwood, newly appointed CEO at NOM, which builds targeted marketing and video ad campaigns for advertisers.
The Latino market now has spending power of $1.5 trillion, which advertisers cannot ignore, says Parker Morse, founder at H Code, a media agency supporting about 400 Hispanic websites.
GumGum plans to announce a partnership this week that brings its Verity contextual analysis engine to the IRIS.TV video marketplace. Advertisers will start building personalized messages off context data signals with the ability to understand how and when the campaigns perform.