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‘Facebook is becoming like Google – all about the money’, says Steel London’s Karl Havard

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By Natalie Mortimer, N/A

April 9, 2014 | 2 min read

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Steel London’s chief strategy office Karl Havard has said that Facebook is “becoming like Google” when it comes to advertisers having to pay to reach their audiences on the social media site.

In an in exclusive interview with The Drum, Havard revealed that some of his clients are disappointed that they are now being expected to pay for ads after Facebook tweaked its algorithm last year to avoid a “spammy” newsfeed.

“If Facebook really wants to protect user feeds from being ‘spammy’ they could encourage people to ‘unlike’ the brands concerned,” he said.

“Facebook already has adverts in its marketplace section on the right of the news feed but, of course, they don’t appear in mobile. So, ultimately, this move is all about making advertisers pay more to get in news feeds which also serve the purpose of monetising Facebook on mobile devices.”

Havard added that he thought Facebook is “becoming like Google” where it’s “all about the money”, but called Google’s paid search more “more clearly defined” and a lot more “transparent”.

You can read more about how Facebook’s change in algorithm has affected marketers in the the latest issue of The Drum.

Subscribers can access a pdf copy of the latest issue here.

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