With the emergence of the Cambridge Analytica fiasco, many observers feel like the moment is ripe for Facebook to take a major fall. Change is certainly in the wind. Facebook, now dimly aware of its limitations, is now virtually begging to be regulated. Facebook should stick to what it knows. Simplify revenue streams and focus on commerce, not propaganda.
CPG conglomerates accustomed to "spray-and-pray" ad practices have turned accusatory towards the most highly accountable forms of media of all time. Eliminating PPC ad campaign waste in the form of invalid clicks and underperforming segments etc is crucial. But in successful accounts, hypervigilance around waste gives way to ordinary levels of tightening.