Facebook has put global media up for review

The social platform is the second largest advertiser globally, after Google, in their shared sector.

Facebook has confirmed that its global media business is being put up for review.

“Facebook has the privilege of partnering with top agency talent across our brand portfolio, and as any company would, we will be exploring agency support that will best align with our media needs for 2021 and beyond,” a spokesperson from Facebook told MiC, confirming the news.

Mindshare is the primary media incumbent defending the global account in a pitch process reportedly being run by global media consultancy ID Comms; however the media agency declined to comment to MiC, citing NDA restrictions.

Dentsu, which managed media buying for Facebook in some markets, also would not comment on whether it would be participating in the pitch.

Facebook spent $650 million USD on media globally last year, of which $405 million was on offline media and $245 million allocated to online, according to independent research consultancy Comvergence.

According to data from RECMA, Facebook ranks 40th among all global advertisers, and comes second after Google in their sector.

The review includes media planning and buying across all Facebook properties, including Facebook Messenger, Instagram and WhatsApp.