By Dan Gee, Chief Strategy Officer, MFM
In the 1976 Watergate film All the President’s Men, Bob Woodward, played by Robert Redford, is advised by his source to “follow the money”. The line has become hard-wired into public consciousness. To understand what is really going on, follow the money.
For advertisers keen to understand what’s happening at Meta (and what their relationship with the platform should be), that advice still holds.
In this case, the money to follow is the increasing proportion of shareholder money voting for change. Meta’s latest annual shareholder meeting shows a deepening trend of disquiet from institutional investors. The number of shareholder motions (votes on corporate structure, strategy and governance) that are being instigated, and the share of the vote in favour of change, is growing.
The headline votes understate the scale of dissent. In 2026, governance proposals attract 20–27% of Meta’s total voting power. They actually represent something closer to 65-85% of voting power outside of Zuckerberg and a core of execs. That’s a major chunk of institutional money asking for constraint. Why? Because, social risk becomes financial risk when it turns into regulation, litigation, political pressure and, perhaps more importantly, advertiser unease.
Advertisers shouldn’t panic, though. They should prepare.
Meta remains one of the most effective advertising systems ever built. It can deliver reach, seek out demand, drive response, scale creative testing and help businesses grow. Walking away from it would be commercially naive. But the shareholder dissent is a presage. It suggests one of advertising’s great monopolistic powers may be entering a more contested phase.
That creates opportunity. The advertisers set to win are those who are capable of thinking beyond the platforms. Of embracing a more layered approach to media planning. A more pluralised media market should benefit advertisers: more routes to audiences; more competitive tension; more measurement challenge. More ways to build memory, fame and future demand beyond the auction mechanics of a single ecosystem.
No serious marketer should want monopoly-like power sitting unchecked between their brand and their customers.
What should marketers do? Separate platform-reported performance from business impact. Keep creative strategy outside the machine. Build future demand in channels that create memory, fame and public presence more effectively. Use Meta to play a part in stimulating and capturing demand, but don’t let it become the operating system for growth.
Platform dominance made media feel simpler. A more pluralised market will make it more interesting, more demanding and, for the best-prepared brands, more valuable.
So, follow the money.
Think beyond the platform.
Because the future of media will be shaped not only by where budgets flow, but by whether advertisers are prepared to build growth beyond the systems that have controlled those budgets for too long.
