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The Winners of the Facebook Ad Boycott

1 MINUTE READ | July 7, 2020

The Winners of the Facebook Ad Boycott

Author's headshot

David Gong

With PMG since 2012, David Gong leads marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry.

Regardless of whether or not the Facebook ad boycott is a case of virtue signaling by brands, or if it will cause material impact on Facebook’s policies and plans, there will be some winners who will benefit from the shift of ad investments from the platform or social media in general. Ad industry executives, including PMG’s Tim Lardner, shared their thoughts with Business Insider on which publishers and platforms are likely to gain.

Performance-based advertisers will likely shift to stalwarts like Google and “affiliate marketing platforms like “Amazon, Walmart and networks of retailers” because of the need to drive sales, said Lardner.

He also said that Pinterest may benefit from the large consumer-packaged good brands, though it will be hard to replicate Facebook’s giant scale on the smaller Pinterest.

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Other winners predicted include TV networks and streaming, and TikTok and Snapchat among social platforms.