Own the network not the show.

Digital advertising on Google and Facebook seems like a revelation. Both are platforms that can reach millions of people with multiple different ads based not only on their demographics, but on their psychographics as well.

However, it’s not all upside. Many people start a business to be their own boss. Set the rules. If a business is built by a majority of advertising through these platforms, they own your business. They are the network and you are the show.

If they want to cancel you and not run their ads, you’re finished. If they want to charge you more, you’ll have to raise prices.

Owning the network should be the goal. These approaches can be used but they should be tempered, only used as one leg of your business advertising, and a small one at that. If resiliency and control of the business is the goal, then redundancy in all aspects is necessary including marketing.