Posting your ads on Facebook or Twitter may be one way to generate a bit of revenue, but it can be risky.
A new report by the advertising consulting firm Postfix says that Canadians may be overpaying for ads that go nowhere.
The report says Canadians are spending $12 billion a year on advertising and the Canadian advertising industry could face a $50 billion shortfall if Canadians don’t act to rein in their spending.
Postfix estimates that $6 billion is spent on advertising on Facebook alone.
The rest of that is spent in Canada on other sites such as Twitter and Instagram.
The Canadian Advertising Standards Board says it has taken steps to ensure that ads are targeted to Canadians, but the board says it’s still too early to tell if those measures are effective.
The board has said it will review how much money it spends on advertising once it completes a public consultation on how to spend it more efficiently.
The report comes as the federal government is in the midst of a $3.2-billion campaign to crack down on online advertising, including increasing the number of ads on the Web and offering advertisers a $5-per-click tax rebate.