P&G actually cut their digital ad spend : http://www.adweek.com/digital/procter-gamble-cut-140-million-in-digital-ad-spending-because-of-brand-safety-concerns/

P&G actually cut their digital ad spend : http://www.adweek.com/digital/procter-gamble-cut-140-million-in-digital-ad-spending-because-of-brand-safety-concerns/ http://www.adweek.com/digital/procter-gamble-cut-140-million... > “Digital ad spending was lower versus a high base period and due to current period choices to temporarily restrict spending in digital forums where our ads were not being placed according to our standards and specifications,” the company said in its earnings I suspect that FB targeted ads are not as useful for larger companies (who are generally advertising for awareness) compared to smaller or niche companies (where the target audience may be well defined).