With a flip of the calendar page, the advertiser boycott of the social media giant Facebook has come to a close. The shocking freeze on the platform’s advertising during the month of July swept in 1,100 major brands that scaled back or went cold turkey; it challenged the agencies that serve those brands; and it enveloped rival social media sites like Twitter, too. But now the 31 days have elapsed, leaving the question, just what did the boycott accomplish, and what do brands do now?

Its organizer, Stop Hate for Profit, declared the boycott a victory. “This campaign literally forced an unprecedented conversation about Facebook’s harm to society,” says Jonathan Greenblatt, CEO of the Anti-Defamation League, one of boycott’s instigators, adding that it “literally galvanized the public.”

The exercise undoubtedly pressured Facebook into changing its policies about moderating hate speech; the company is addressing Stop Hate for Profit’s 10 demands, will hire a leader with a civil rights background and will conduct independent audits of offensive content on its platform…

…With these assurances, some brands on the sidelines have been convinced. The North Face, the first major advertiser to join Stop Hate for Profit in June, says it is back. Novartis and Pernod Ricard say they are ready to resume spending. Joshua Lowcock, chief digital officer at UM and global brands safety officer at Mediabrands, says that many agency clients are ready to return to Facebook, but some holdouts remained. Lowcock also sits on what’s known as the Facebook Client Council, which is a group of agencies and brands that work with the social network to identify industry-wide issues and fix them for marketers.

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