Facebook's Ad System Went Nuts and Charged Customers for Ads No One Saw
The Meta ad network is opaque even to people who work in the ad tech business. In general, the way it works is that advertisers tell Meta their goals, set a budget, and wait as the company’s algorithm runs campaigns on their behalf. For example, a toy company might say it wants to spend $5,000 over two weeks to try and get parents to visit its website. Meta controls exactly how much money is spent and when.
“We shouldn’t have to take action when Facebook has a bug. But for the small business who don’t have an ear at Facebook, there aren’t a lot of options,” said Barry Holt, a long-time advertising consultant who’s managed Facebook ad campaigns for well over a decade. “Meta is just counting on advertisers to bend over and take it.”Even compared to other tech companies, Meta has problems with transparency.
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