{"author":["Rishi Iyengar"],"cl_content":"While the big-name dropouts have dented Facebook\u2019s stock price and prompted leadership to address some of the concerns, it\u2019ll take a lot more to stop the company\u2019s digital advertising juggernaut.\nFacebook generated $69.7 billion from advertising in 2019, more than 98% of its total revenue for the year. And most of those ad dollars don\u2019t come from companies like Starbucks\n(SBUX) and Coca Cola so much as the sprawling list of small and medium-sized businesses who use Facebook to attract customers and build their brands.\nFacebook has 8 million advertisers, it said earlier this year. Of those, the highest-spending 100 brands accounted for $4.2 billion in Facebook advertising last year, according to data from marketing research firm Pathmatics \u2013 or only about 6% of the platform\u2019s ad revenue. The last time Facebook shared that data itself was in April 2019, when COO Sheryl Sandberg said the top 100 advertisers represented \u201cless than 20%\u201d of total ad revenue.\n\u201cFacebook has an enormous number of advertiser clients,\u201d said Nicole Perrin, an analyst at eMarketer. \u201cThey\u2019re definitely pretty reliant on the long tail of small business advertisers.\u201d\nEven as Facebook confronts by far the largest advertiser boycott in its history, the sheer number of advertisers on its platform may insulate the company from too much financial fallout. At the same time, it remains an open question whether many big and small advertisers can afford to stay away from the powerful platform it built for very long.\nFacebook\u2019s relationship with advertisers: It\u2019s complicated\nFor all of Facebook\u2019s splashy investments in artificial intelligence and virtual reality products, the company \u2013 like many of its peers in Silicon Valley \u2013 remains an advertising business at heart. Its most lucrative innovation isn\u2019t helping friends and family connect to one another, but rather positioning itself as an essential tool for businesses of all sizes to connect with an unrivaled audience at the click of a button. It can offer marketers both scale and a ridiculous degree of targeting.\nPerhaps the most accurate description of Facebook\u2019s business came during a 2018 Senate hearing when CEO Mark Zuckerberg was asked how the company offers services to users for free. Zuckerberg responded: \u201cSenator, we run ads.\u201d\nAnd the revenue it brings in from those ads has grown along with Facebook\u2019s user base and reach. In 2009, the company\u2019s ad revenue for the entire year was around $761 million, according to data compiled by research firm eMarketer.\nBack then, Facebook had 350 million monthly users. Now, advertisers on its platform have access to 2.6 billion monthly users and another 1 billion on Instagram, which it bought for $1 billion in 2012. Facebook\u2019s advertising platform allows them to tailor the audience that sees their ads by age, gender, location and other characteristics \u2014 barring some notable exceptions \u2014 and track the performance of those ads in real time.\nIt\u2019s been a game changer, particularly for smaller businesses without the same deep pockets as bigger companies for splashy TV commercials. And it\u2019s effectively turned Facebook into one half of a digital advertising duopoly with rival Google. The two companies together accounted for more than half of all digital ad spending and nearly 30% of total media ad spending in the United States last year, according to eMarketer data. (TV ad spending shrunk from 37% of the total to 29% between 2009 and 2019.)\nBut Facebook has had a tense relationship with the advertising industry over the years, which has sometimes spilled out into the open.\nOne of the biggest controversies came in 2016, when the company admitted it had miscalculated \u2014 and in some cases, significantly overstated \u2014 several ad metrics, including video views and the organic reach for business pages. The incident illustrated how little accountability Facebook has. As one digital agency executive told CNN Business at the time: \u201cPeople trust Facebook because they are the only ones that have access to all of that data.\u201d\nIn 2018, several advertisers took Facebook to task over data privacy issues following the Cambridge Analytica scandal. And as recently as this January, months before the current ad boycott, some of the world\u2019s biggest advertisers called on Facebook and other tech companies to do more to prevent ads appearing next to violent content and hate speech.\nBut speaking out appeared to be easier than quitting the platform entirely. Despite the repeated pushback, Facebook\u2019s powerful ad machine kept rolling along.\nBusinesses can check out anytime they like but they can never leave\nAnd while the growing chorus of brands swearing off advertising is unlikely to kill its bottom line for now, the bad press appears to have rattled Facebook \u2014 it held a call with around 200 advertisers last week in which a company executive admitted that there was a \u201ctrust deficit\u201d it needs to address.\nThe big brands joining the boycott now have large marketing budgets and several other places to advertise (including television). Some are reportedly considering alternatives including Facebook rivals such as Google and Amazon or teen-friendly platforms such as TikTok and Snapchat.\nBut the millions of small businesses with smaller budgets may be less willing to cut the cord.\n\u201cI think it\u2019s relatively unlikely that small businesses [and] small brands will join the boycott, because they\u2019re the ones most reliant on Facebook for access to their customers,\u201d Perrin said.\nEven those brands who have joined the boycott may not abandon the platform for long. Many of the brands taking a stand have said they will only pause advertising on Facebook through the month of July. Not all of them have specified that they will stop ads on both Facebook and Facebook-owned Instagram, and most of them have accounts on both platforms with millions of followers where they can continue to share unpaid posts. Some of them have also said their advertising hiatus only applies to the US audience.\nFinally, as Perrin points out, many companies have likely been forced to dial back their advertising already this year because of coronavirus.\n\u201cOne thing to keep in mind is that this is happening in the middle of the pandemic, and brands have already really cut their ad spending across all kinds of channels, including Facebook,\u201d she said. \u201cIt\u2019s going to be impossible to ever parse out how much did this boycott cost versus how much did the pandemic cost, how much would these same advertisers have pulled back just because of the broader economy.\u201d\nMost stock quote data provided by BATS. US market indices are shown in real time, except for the S&P 500 which is refreshed every two minutes. All times are ET. Factset: FactSet Research Systems Inc. All rights reserved. Chicago Mercantile: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor\u2019s and S&P are registered trademarks of Standard & Poor\u2019s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices Copyright S&P Dow Jones Indices LLC and/or its affiliates. Fair value provided by IndexArb.com. Market holidays and trading hours provided by Copp Clark Limited.","_note":"Response truncated for documentation purposes"}