Yesterday, I received a great deal of positive feedback on my post about Meta's decision to stop fact-checking and eliminate content moderation across its platforms. I want to make it absolutely clear that these opinions are mine alone. I stand before you as an independent thinker trying to make sense of the maelstrom forming in digital media. As such, my views do not reflect the IAB's stance in any way.
With that said, I believe there are five critical messages the advertising ecosystem must understand in light of Meta's decision:
National Brands Must Take Action: Just as national brands responded to X's (formerly Twitter) elimination of content moderation—leading to a 60% decline in advertising revenue (Marketing Dive, 1/8/25)—they must now respond to Meta's similar choice. According to Fidelity, Elon Musk's $44 billion investment in X has lost 79% of its value (Deseret News, 10/2/24). These financial realities underscore a simple truth: money speaks louder than words. Brands must decide if they want to align themselves with platforms that disregard content moderation.
Brand Safety Is at Risk: Kantar Research reports that 96% of brands believe advertising on platforms without content moderation damages their reputation. Meta may avoid immediate financial consequences because over 50% of its ad revenue comes from small and medium-sized businesses (SMBs), not large national brands. However, the harm to individual brands advertising on such platforms can be equally devastating. The advertising ecosystem cannot ignore these risks.
Support Legitimate Journalism: "The medium is the message." Brands that advertise on platforms lacking content moderation contribute to the spread of misinformation and disinformation, which has a corrosive effect on society. As consumers abandon legitimate news sources, the foundation for honest national conversations erodes. Social platforms and their algorithms increasingly divide us by feeding users only what they want to hear. As Abraham Lincoln famously said, "A house divided against itself cannot stand." Supporting credible journalism is a moral and societal imperative.
The Need for Section 230 Reform: Social platforms have become de facto news sources, particularly for younger generations. It is time for the U.S. government to eliminate the protections afforded by Section 230. Regardless of the method of distribution, social platforms should be held to the same accountability standards as legacy media. A lie remains a lie, no matter where it is shared.
Your Voice and Values Matter: Brands, consumers, and media professionals must recognize their role in shaping the digital landscape. This is why industry leaders like Kara Swisher are mobilizing efforts to purchase The Washington Post, ensuring that real journalism is not stifled by politically motivated ownership. The Post lost over 250,000 subscribers when Jeff Bezos blocked its independent editorial board from endorsing President Biden before the election. Actions like these have real consequences.
I write this not to stifle debate but to encourage it. Healthy debate and differing opinions make us stronger—provided they are grounded in facts. And facts are not subjective. What is subjective are the algorithms that control our feeds, presenting opinions as facts.
If you want to discuss the future of digital advertising, the impact of AI, creative optimization, the balance between brand and performance marketing, the rise of commerce and CTV, how podcasting is the next great video platform or strategies for building a healthy brand, let's connect. I am here to help you grow your business ethically and sustainably—one that empowers us all to thrive from a place of strength, not fear.
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