Marketers often assume there won’t be any major changes in viewers perceptions of a brand or societal opinions of an advertising platform before a campaign ends. They plan their advertising campaigns too far ahead, which could lead to issues. When the third party agency Cambridge Analytica gained access to Facebook data from hundreds of thousands of people with out consent, many users and brands second guessed using or advertising on Facebook. The news affected the ads ideas of Sonos and Mozilla, among others, as brands decided to reevaluate whether or not they’d proceed using Facebook to arrive customers moving forward.
