I think what’s really scaring Facebook, Google and all other internet based businesses which rely on revenue from advertising for their revenue it that advertisers have started to question the effectiveness of adverts placed online. Last year, though the ball was already rolling, the world’s biggest advertiser, Proctor and Gamble gave it a massive kick with the announcement that they were discontinuing their Facebook campaigns and reviewing other online ad projects.
They are not the only ones, in fact academic inquiries into the (lack of) effectiveness of online advertising have concluded it is not worth spending money on. This in an unsurprising conclusion when we consider that traffic analysis specialists estimate 60% of total web traffic is generated by bots and automated content creators.
Perhaps the question should not be “Can Facebook be fixed?” but “Can the web be fixed.?”