HOW INSTABILITY IN FACEBOOK UPDATES COSTS MEDIA BUYERS MILLIONS.
For media buyers, going about the business of advertising is more science than art. 
HOW INSTABILITY IN FACEBOOK UPDATES COSTS MEDIA BUYERS MILLIONS
HOW INSTABILITY IN FACEBOOK UPDATES COSTS MEDIA BUYERS MILLIONS
It requires a lot of planning, media planning as it were called, to survive market launch. According to Media Space Solutions, a veritable media buying agency, the first major step to having a successful media buying deal is the pre-launch process of planning. Without proper planning, one stands the risk of wasting time and resources. Essentially, proper planning will expose one to the proper target market and audience, and will help in determining the media buyer’s budget and the frequency in which the ads will appear on the target platform. You can relate that whether a media buyer will have a successful deal hinges on this pre-information.
But for new-comers here, what even is media buying? And who are media buyers? 
Media buying is a form of advertisement that involves acquiring inventories for placements of advertisements, and a media buyer is someone who does this kind of advertisement placements. The inventories they work with could be traditional media like television, radio, newspapers or magazines, or new media like online media and websites. The major focus of media buying is to hit the media market with the purpose of placing advertisements that will meet the audience demands. For a successful media buying, the media buyer must have analyzed the audience to understand their needs and demands and the time and space that suits them to be enticed by the ads. 
With the development of the online media, social media, blogs and websites have become the latest desirable platforms for advert placements and thus, target market for media buyers. Big companies in the technology industry like Google and Facebook are paving the wave for new opportunities in social media for media buyers. But a major challenge that has also been arising from the evolution of internet advertisement placements is the frequency of changes that come with it. The internet changes at a very fast pace, and oft times, leaves advert agencies and media buyers behind in the act of drawing up budgets or media planning. 
As stated earlier, media planning is antecedent to media buying. Media buyers cannot but rely on the data gleaned from the process of media planning, whether they gathered it themselves or from specialist media planners or agencies. And with the demographics Facebook has made overtime, it would be an attractive market for ad placements. 
But has it always been good news with media buying on Facebook? 
No. In March this year, a number of advert agencies and media buyers took turns in sharing their grievances to AdWeek about how Facebook outages and uninformed updates costs them dollars. To David Hermann, co-founder and director of advertising at Social Outlier, “we experienced probably our worst day that we had all year”. One of Hermann’s clients had invested about $17,000 in ad spend, and lost all of it in just one day. Though working with small businesses, Hermann reckons that their loss is his company’s loss and bringing tens of thousands of dollars lost by a number of clients would eventually total millions of dollars, not in profits, but in loss.
How exactly does Facebook updates and unprecedented outages affect media buyers negatively? 
According to Kevin Urrutia, the founder of the social media advertising agency Voy Media, unprecedented outages usually bump advertisers and media buyers out of Facebook’s Ad Manager and Facebook’s API most of the times it happened. The relation with Facebook updates is that during most updates, Facebook experiences outages swamping its site and frustrating media buyers. The situation becomes more complex with Facebook’s lack of communication with media buyers and advertising agencies. 

Jim Mignano, a senior consultant at Archetype and Lauren Fabianski had similar stories to share about Facebook’s strained relationship with media buyers and advertising agencies. “Facebook feels like they’re interested in the relationship only so they can try to push campaigns towards their best practices, like campaign budget optimization, automatic placements instead of Facebook actually trying to help and improve performance”, Mignano told Digiday. For Lauren, the major issue he has been having with Facebook ad reps is that they brush aside complaints raised bymedia buyers. Indeed, with this kind of relationship, Facebook will be causing financial loss to media buyers using their platform when they fail to give pre-information about updates they want to introduce.
The consequence of unprecedented updates is that media planning will be frustrated. 
Media planners who would have drawn up a workable roadmap for media buying only see their plans overtaken by updates which they could not have foreseen because the ad reps they work with choose to busy themselves with ensuring compliance with their best practices. Latest Facebook updates can overhaul the market potentials in the social media platform by attracting a new demographic of users or introducing new advert policies that users come to appreciate better than the previous ones. Eventually, the media plan, ad spend and media buying budgets will turn out to be jokes in the face of unprecedented events, and loss becomes inevitable.
Facebook Stories introduced in January, 2019.
One of such latest updates by Facebook is the Facebook Stories introduced in January, 2019. It did attract a larger chunk of the young population and with that latest development in the target audience, media buyers with foresight could only increase their chances by tweaking their plans to suit the needs of the new target market. But is it always easy to come by foresight? The bulk of the task of helping media buyers gain information beforehand on emerging updates rests with Facebook. This is why the focus of ad rep-media buyers’ relationship be changed from strictly compliance with white hats and be broadened to include how to help media buyers do their business gainfully. With such change in attitudes, changes in updates could still improve Facebook’s services without necessarily injuring media buyers’ investments, so far they are not unstable and unprecedented like it can be currently observed on the platform. 
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