World's Largest Advertiser Scales Back Targeted Facebook Ads

[engine]

P&G, the World's largest advertiser is to scale back its targeted ads on Facebook. It says that the targeting went too far, and a broader approach is likely to be the answer. P&G will continue to spend the same amount with Facebook, but will scale back to smaller targeted campaigns.

Mr. Pritchard said P&G won’t cut back on Facebook spending and will employ targeted ads where it makes sense, such as diaper ads for expectant mothers. He said P&G has ramped up spending both on digital sites and traditional platforms. One category the company is scaling back: smaller websites that lack the reach of sites such as Facebook, Google and YouTube. World's Largest Advertiser Scales Back Targeted Facebook Ads [wsj.com]

[tangor]

A sign of the times. Pretty soon there will be no advertisers for the "mom and pop' small biz website. A change is gonna come, as the old saying goes.