“The whole Cambridge Analytica thing was a big turnoff for me,” David Reischer said. “I care about privacy, and I thought that was disgusting what they did. We said, ‘Let’s no longer run Facebook ads for a while.’ I think a lot of people like me are going to sit on our hands and not spend our money with them until they change their privacy policy.”
It’s not just small software companies and mom-and-pop shops.
Mozilla, the creator of the Firefox browser, has made a significant change in its ad budget amid the Facebook fallout. Mozilla, which competes with Google, Microsoft and Apple in the web browser market, recognized a disconnect in the way Facebook treats user data and the expectations those users have for their data, said Mozilla Chief Marketing Officer Jascha Kaykas-Wolff.
Kaykas-Wolff said Mozilla had a seven-figure budget with Facebook and he hopes to use its advertising channels again, but that won’t happen until there are “significant and systemic changes in the way Facebook treats its customers.”
Mozilla has turned to other internet sites for advertising and has been hosting regionally focused offline events.
“I’m happy to say the performance of our organization didn’t wane based on our decision,” Kaykas-Wolff said. “When we made the decision, we knew we’d have to work harder because Facebook had been a high-performing channel.”
Other companies say they’re leaving Facebook because the targeted ads aren’t working as well anymore or because of problems in how Facebook determines and communicates what’s acceptable.
Approyo, which hosts and manages SAP software for its clients, stopped advertising on Facebook last year and moved more of its budget to Google after growing discontent with the performance of the targeted ads it ran on the social network.
Approyo CEO Christopher Carter estimates his company, which is based in Wisconsin, had been spending “a couple thousand dollars a month on Facebook.” Because his business provides niche services for a more technical audience, it’s also focused on creating content to share with followers on Twitter and LinkedIn.
“We don’t have any advertisements on any of Facebook’s properties at this time and, to be honest, I haven’t even had them evaluated in 2019,” Carter said. The scandals certainly haven’t helped. “It resonates in the back of my mind that this company is not trustworthy, and I just don’t want to do business with them,” he said.
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