I’d like to compare the ad industry to gnats. The kind that bite the back of an elephant. The elephant in this case is a metaphor for Facebook. And as annoying as those gnats might seem to the elephant — if it can feel them at all — it’s unlikely to change its direction. Here’s why.

While the big advertisers stepping up to boycott — or at least pause to refresh their support of social media in general — may make a lot of noise on Madison Avenue, as well as the trade and consumer press, they’re actually not that big a factor for Facebook’s bottom line.

Interestingly, someone has already started a tally. Not surprisingly, it is LUMA Partners’ Terry Kawaja, who late Saturday tweeted its launch of a “Facebook Ad Boycott LUMAscape.

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