Advertisers, Publishers Look For Ways to Counter Facebook and Google

It’s not just publishers complaining that platforms like Facebook and Google are “eating the world.”

Lately, advertisers and media technology executives also say they’re trying to make sure those giants, and to a lesser extent Snapchat, Apple, Amazon and Twitter don’t control all the dollars and data that flow to media and advertising.

More hand wringing came Friday when word circulated that Facebook had for the past two years overestimated the average amount of time people spend looking at videos on its platform by as much as 80 percent. (See graphic below.)

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