Data breach: Facebook brass moves fast to reassure its advertisers - <b>Technical Lobby</b>

Monday, March 26, 2018

Data breach: Facebook brass moves fast to reassure its advertisers

Facebook is trying to reassure advertisers in India about checks and balances it is putting in place following the Cambridge Analytica data breach controversy, with its top global leadership teams reaching out to clients through mails and calls every day, senior industry executives said on condition of anonymity.
Data breach: Facebook brass moves fast to reassure its advertisers

Members of Facebook’s Client Council, a group of company and agency heads that was formed by the social network to serve clients better, key agencies and clients have been receiving calls and emails from Sandeep Bhushan, its director for India, and the global leadership teams talking about steps being taken to protect data and privacy.

While most advertisers and media planners told ET it is too early to gauge whether ad budgets for Facebook will go down in the coming months, there are expectations that the platform will provide clear and long-term security solutions.

“They are trying to assure advertisers and clients that this was definitely a breach and they are putting safeguards in place to ensure this doesn’t happen in future. They are saying they will be extremely stringent in terms of which apps can have Facebook logins,” said a chief executive officer.

“Advertisers are a bit worried about the implications of all of this. If they are not addressed quickly, then it could, at some point, start impacting ad budget movements and could create doubts in the minds of advertisers,” Srinivas said. “At the moment, we don’t see immediate cutbacks. But everyone’s keeping a very close watch. It is part of a larger problem.”

Ashish Bhasin, chairman, South Asia at Dentsu Aegis Network, doesn’t see ad budgets getting affected, although he acknowledged there is a need to provide a clean and transparent environment to advertisers in digital media.

“In the long run, advertisers follow consumers. It’s too early to say what will happen. It depends on how consumers will react. It’s such a big platform that overnight there is not going to be a big drop.”He said if most consumers settle for whatever Facebook says, then things will not change.

“If we get the sense that consumers are opting out, we will behave accordingly. If consumers hang in there, we will be okay. What Facebook does with consumers now is most critical,” said Sinha.
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