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Facebook Hooks Firms Up with BNP, Shocked Brands Pull Ads

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MarketingVOX: The Guardian reports that Vodafone and First Direct pulled their ads from Facebook yesterday after finding they were placed on entries underwritten by the British National Party.
The action sparks concern among major advertisers over Facebook's lack of control in randomized ad placement. And according to the Guardian, it may also engender refinements in saturation advertising by firms seeking to associate themselves with "popular" websites, many of which are ruled by consumer-generated content and automated content-based ad-serving - two forces that are difficult to manage.
Both Vodafone and First Direct expressed concerns about their ads appearing in areas inconsistent with their "values and identity," as Rob Skinner of First Direct stated.
As for Vodafone, the company said it would consider reinvesting in "similar advertising" when "more robust controls" are in place.
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Vahe Habeshian is the director of publications at MarketingProfs and a long-time editor. Reach him via vahe@marketingprofs.com.

Twitter: @habesh

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