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Closed Loop Team
Meta’s fact-checking shake-up sparks advertiser concerns. Discover how to maintain brand safety and stay ahead in the evolving ad landscape. |
This type of scenario isn’t new to the advertising industry. In 2022, X’s (formerly Twitter) new ownership eliminated content moderation. The fallout was swift. Advertisers pulled back. Budgets shifted. Trust tanked.
However, Meta’s recent announcement is different. Its sheer scale, ad ecosystem and role in driving leads make it harder—nearly impossible—to replace. For most advertisers, walking away isn’t an easy option.
At Closed Loop, we’ve analyzed this and what it means for advertisers. While the full picture is still coming into focus, here’s our expert POV and what you can do to navigate the uncertainty.
It’s important to note that Meta isn’t X.
While the fact-checker swap for community notes feels eerily familiar, Meta has likely learned from X’s missteps. It’s very unlikely that Meta will repeat those mistakes. The company will aim to minimize brand safety concerns to avoid advertiser pullout.
Yet, misinformation on Meta is still a valid concern. Audience trust could erode over time, but Meta’s advertising ecosystem and track record of delivering strong ROI make it harder for advertisers to ditch than X. On X, spend was easily dissolvable into other top-of-funnel platforms. Meta’s sophistication as a lead generator makes it hard to replace.
While the full impact is unclear, here’s how advertisers can protect their campaigns and stay ahead.
There is no need to panic. Here are steps you can take today to protect your brand and prepare for what’s next:
While Meta remains effective, advertisers should prepare for potential challenges by:
Don’t stop advertising on the platform as a knee-jerk reaction. Meta’s ROI is tough to beat, and leaving too soon could give your competitors an advantage. Staying visible while others flinch is a competitive edge in today’s increasingly competitive market.
Yes, Meta’s fact-checking changes add uncertainty to today’s advertising landscape. But there’s good news: This isn’t uncharted territory. Brands prioritizing proactive planning, agility and vigilance will navigate this time just fine without sacrificing brand safety or performance.
At Closed Loop, we help brands and advertisers thrive in complex, fast-changing environments. If you have questions about Meta’s recent changes or need support developing a strategic game plan, we’re here to help.
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