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Ads on Facebook may not be that important for brands after all, Forrester data shows

January 13, 2021

How important is Facebook’s advertising platform to online brands and retailers? One potential clue can be found in last year’s ad boycott by companies frustrated with Facebook’s handling of misinformation and hate speech.

According to previously unpublished data from Forrester provided to Retail Dive, withdrawing advertising did not negatively affect most participants studied by the firm.

Of 43 publicly traded companies examined by Forrester that participated in the Facebook boycott during the summer, only seven saw their revenue decrease in the third quarter as compared to Q2, according to the findings by Sucharita Kodali, vice president and principal analyst with Forrester. In that cohort, the other 36 companies’ revenue increased quarter to quarter.

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