Really sound piece, except I’m not sure it’s the advertiser’s move. Advertisers buy ads where they can get CTR and ROI.
Consumers need to stop clicking ads on FB. When CRT and ROI die, that’s when someone will take notice. Until then, as long as FB delivers CTR and ROI, advertisers will keep buying ads there. Because that’s what they do.
Really great article with solid points. The Zuck delusion was a great read, btw.