Meta Insiders Debate Key Issue for Reels: Whether to Share Ad Dollars With CreatorsRead Now

Salesforce chief Marc Benioff at Davos last month. Photo by Bloomberg.

Tobacco, Tech and Ulterior Motives

Photo: Salesforce chief Marc Benioff at Davos last month. Photo by Bloomberg.

Last week, I was scrolling through Twitter when I was stopped by a headline. From snowy Davos, Salesforce CEO Marc Benioff was telling CNBC that Facebook should be regulated like a tobacco company.

I wasn’t surprised by the analogy; I was surprised by who said it. I’ve been hearing that argument from the folks who run television news networks, newspapers and print magazines since last summer. These are the obvious enemies of Big Tech. And they also happen to understand the power of a good soundbite.

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Creator Economy
Meta’s Resistance to Sharing Ad Sales Starts to Crumble
Photo: Bloomberg
For at least a year, one question has hung over Meta Platforms-owned Facebook and Instagram: whether the apps will introduce a way to share a cut of ad revenues with more creators, similar to how YouTube pays video-makers. Our story today by Sylvia and Kaya goes deep into the debate at Meta over introducing ad-revenue sharing, which some staff viewed as a slippery slope, and a parallel argument...
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Photo: Bloomberg
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