Three years ago, Facebook rolled out its Anthology program, an attempt to pair brands and publishers to produce branded content to distribute on its social network. But brands have increasingly bypassed Facebook to do their own matchmaking, as the value of Facebook’s program has faded and its relationship with publishers has gone south.
“I’m trying to remember the last time I talked to [Facebook] about it, and I don’t,” said Jeanne Bright, vp and group director of paid social at DigitasLBi.
Facebook’s Anthology program has lost its luster for two main reasons, buyers said: Price and relevancy.
