Facebook reaches nearly two billion users every single day. This large-scale reach combined with a wealth of rich user data provides a good opportunity for advertisers to communicate directly with their target audience.
Facebook continues to offer advertisers new ways to engage with consumers, for example through advances in its video offerings, and with chatbots and augmented reality on Facebook Messenger. It advises marketers to shift focus from "shiny metrics" to ones based on reach which is more actionable and linked to business objectives.
However, Facebook’s reputation has been negatively impacted by a series of controversies over the accuracy of campaign...