Cannes Job: The Facebook (Data) Invasion

The New York Times: “Google and Facebook have upended the old order by taking ownership of the new one, claiming nearly two-thirds of the $60 billion online advertising market last year and on course to take more this year … Therefore, the word of the week in Cannes was ‘duopoly’.”

“While Google has usually been the chief villain … Facebook seemed to have assumed the role of Frenemy No. 1. Two hours didn’t go by here without some top executive telling me about how Facebook’s ‘walled garden’ makes it a new intermediary between brands and their customers, and between newspapers and their readers. That gives Facebook the potential to steal them all away if it ever chose to do so. (It says it won’t.)”

“When Facebook is the mediator between advertisers and their customers, ‘They become Facebook’s customers first and the brands’ customers second,’ leaving the question, ‘Who owns the customer data?’ The nearly universal complaint in Cannes was that Facebook was not doing enough to share that data, leaving an informational imbalance that, combined with Facebook’s digital market share, gives it asymmetrical negotiating leverage.”


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