How Facebook outage wreaked havoc on the global ad empire

15

By Nishant Arora
New Delhi, Oct 5 |
Facebook reported a 47 per cent (year-over-year) increase in ad revenue amounting to $28 billion in the second quarter (Q2) this year. The massive outage that left the entire family of Facebook apps down for several hours on a busy Monday produced a cascading effect on the global ad empire that is dependent upon the social networking giant to reach billions of consumers.

The global outage brought millions of Facebook, WhatsApp, Instagram, and Messenger users to Twitter, which saw tremendous traffic (and did not suffer another downtime), leaving advertisers on Facebook and its family of apps flummoxed.

According to global market research firm Forrester, Facebook’s core app continues to rank as the top-used social media platform weekly among global audiences except China, including 76 per cent in ‘Metro India’, 66 per cent in the US, and 64 per cent in five European countries (the UK, France, Germany, Italy, and Spain).

Other apps within the Facebook ecosystem (Instagram, Messenger, and WhatsApp) also dominate globally over non-Facebook social media platforms.

According to Forrester VP, Research Director, Mike Proulx, although many brands had a “real-time marketing” moment on Twitter, this outage has widespread implications to the advertising ecosystem “given the fact that ads weren’t being served for over six hours across Facebook and Instagram, which command the lion’s share of social media ad revenue”.

“This not only affects Facebook’s revenue (and stock price) but also brands’ bottom lines,” he said in a statement.

The October 4 Facebook outage occurred on the heels of a whistleblower — data scientist Frances Haugen — condemning the social media giant for its business practices.

Facebook later explained why the outage occurred.

“Our engineering teams have learned that configuration changes on the backbone routers that coordinate network traffic between our data centres caused issues that interrupted this communication. This disruption to network traffic had a cascading effect on the way our data centres communicate, bringing our services to a halt,” Facebook said in a statement.

The social network said it has no evidence that user data was compromised as a result of this downtime.

“Our services are now back online and we’re actively working to fully return them to regular operations. We want to make clear at this time we believe the root cause of this outage was a faulty configuration change,” the company said.

Over the past two years, Facebook has consolidated its disparate app ecosystem onto one back-end infrastructure.

According to Forrester senior analyst Jessica Liu, it is a move that creates some operational efficiencies for the company and insulation from a potential breakup by regulators.

“But it also exposes Facebook to concentration risk: A single risk event that produces a cascading effect — like old school Christmas lights where one goes out, they all go out. This strategy comes at the expense of redundancy and impairs the company’s resilience. It also irritates consumers who don’t want a unified social media profile across Facebook’s family of apps,” Liu stressed.

This Facebook outage wasn’t the first and it won’t be the last.

It is a reminder to advertisers to have proactive mitigation plans in place to avoid the scramble of trying to figure out what to do in the moment.

The brands need to diversify media spend within and outside of social media.

“Brands should use this incident to (re)assess how much of their ad spend is concentrated in a single media platform and determine a go-forward diversification strategy that still reaches their target audiences while reducing concentration risk,” said principal analyst Jeff Pollard.

When the next outage occurs, brands should position themselves to pivot quickly to lessen the blow to their demand generation efforts.

This involves creating “what if” scenarios with specific actions to take as risk triggers occur.

“Marketers would be wise to pressure Facebook to quickly adjust for the outage to normalise brands’ silo-ed Facebook ad performance dashboards,” added senior analyst Alla Valente.

(Nishant Arora can be reached at nishant.a@ians.in)

Source: IANS

Next Story

Inspiring Journey of Rajasthan’s Deependra Singh Shekhawat From Monthly Salaries to Founder of Fifteen Crore Turnovers Company

Inspiring Journey of Rajasthan’s Deependra Singh Shekhawat From Monthly Salaries to Founder of Fifteen Crore Turnovers Company

Guy Kawasaki has rightly said that pursuing your passions makes you more interesting, and interesting people are enchanting. Passion is an underrated term as people believe more in hard work and dedication. We often forget that passion is what guides us to success. Deependra Singh Shekhawat is one of the few who proved that hurdles are hidden opportunities, and when utilized appropriately, they will lead you to victory.

Deependra Singh Shekhawat, being the son of a farmer, has the background of a middle-class family. He belongs to a small village of Udaipurwati, district Jhunjhunu of Rajasthan. However, his status never deterred him from dreaming. Dreams full of his passion gave him the strength to fight the battles in his life. After graduation, he initially started from a regular job. However, he was not content with his occupation. He sensed stagnancy in his career. Soon, he started thinking and strategizing about business. This thought process led him to join a renewable energy company, Adani Renewable Energy, to learn about business as the next step in his professional journey. From then on, there was no stopping him; he was on a roll. In 2015, he established Vertex Solution Company and became one of the top vendors of Adani Solar Energy. He went the extra mile by working with India’s well-known renewable energy organizations as Avada Sola, Tata Solar, O2 Power, and many more.

Deependra says that his passion for renewable energy spawns from the fact that renewable energy is one of the significant contributors to boosting the country’s economy and generating jobs. He further adds that adopting renewable sources of energy is a healthier option. He claims it is high time we start living peacefully with nature for the sanity of itself and humankind. Additionally, he has provided with job opportunities for the youth of his village Sarai and has become the Youth icon of Rajasthan. Despite belonging to a middle-class family, he left no stones unturned to achieve success and rose from the bottom of the pit to flying like an eagle. From having big dreams to making others’ dreams come true, he has come a long way.

His journey is inspiring hundreds and thousands of youngsters of middle-class families throughout the country. People are burning with passion after witnessing the change in his life. His life journey is constantly changing the lives of many for the best. He is igniting the fire of eagerness for victory in them.

Next Story

Recruitment Mantra to introduce its new job portal MyhireIndia for a seamless recruitment process

Recruitment Mantra to introduce its new job portal MyhireIndia for a seamless recruitment process

India witnessed massive downfall in the employment rate in the year 2020. Not only have the youth been denied equal job opportunities, but some of the upcoming job trends have also failed the modern age individuals.

Today, job sites are the most widely used portals used by individuals across the globe to find the right job that meets the qualification requirements. Every job is one search away. These portals have transformed the recruitment process to provide seamless and unified  experience to individuals.

Crediting the same, Recruitment Mantra is going to introduce their own job portal named myhireindia.com to enable recruiters and individuals find the best job as per their requirement. The portal will enable employers to post unlimited jobs in this portal and hire the right talented candidates as per their requirements at free of cost. Jobseekers can register and upload their CV in this portal free of cost and can also search and apply for unlimited job openings through this portal.

Emerging as one of the best job sites in India that acts as a bridge between recruiters and job seekers, the platform has uniquely been curated to serve as a comprehensive for both students and young professionals looking for employment opportunities in their preferred location.

As one of the best job portals in India, MyhireIndia allows its users to search for either internship or job opportunities within a few clicks. The company review section enables the users to go through the reviews from the companies registered on the platform to get a glimpse of the work-life at the firm behind the curtain.

  • Keyword search: The keyword search function available on job search sites allows users to look for his/her preferred jobs in a single-click just by typing in the job keyword like retail jobs, media, pharmacy job, etc. on the keyword search bar.
  • User-friendly interface: The job site is developed for the key purpose of making job searches easier for its users. A user-friendly interface allows users to browse through job opportunities in his/her preferred areas of life without losing his/her focus in doing the same.
  • Options to filter preferences: The filters available on the job site allow users to filter out their job preferences exactly according to their needs and requirements. You can filter out your job search with your location, salary, job type, and other preferences.
  • Easy application process: If a job site has a complicated application option for jobs, it will automatically receive backlash for its services. The platform serves an easy application option to users, allowing them to apply for jobs within minutes.

LEAVE A REPLY

Please enter your comment!
Please enter your name here