- Some firms may be overstating the reach and effectiveness of their technologies. One mega-cap US consumer-goods company recently made headlines when it slashed its online ad spending, citing “largely ineffective” digital ads.
- On the other hand, some of these ad-sales platforms may work too well, bringing into question the professed “platform neutrality” of some Big Tech companies. Amid growing concerns about Russia’s role in recent US elections, Facebook recently bought its own high-profile ads to detail how it is “protecting our community from election interference” – a clear response to calls for them to police their network.
"Questions are arising about the “platform neutrality” of some Big Tech companies"
2. “Free” content dilutes brand loyalty and bottom lines
3. Unused cash grows costly
"Regulators are looking for ways to claw back some of the cash sitting on balance sheets"