With more than 90 major advertisers and counting announcing plans to dump Facebook, a significant question lingers: Where will brands go next for their digital marketing needs?The case for the breakup is clear: Brands want to distance themselves from third-party business practices that do not align with their values. Specifically, they are disenchanted by what even some members of Congress are calling Facebook’s “lackadaisical” approach to enforcing community standards, allowing an epidemic of paid political misinformation and hate speech to persist on the user-driven platform. However, with Google, Facebook and Amazon representing just under 70% of global digital ad revenue, a clean break from the tech giants is easier said than done. Advertisers, like anyone facing a breakup, must look within. After all, they don’t want to make the same mistakes and they cannot just throw newly freed up advertising dollars at a new social network ad platform, where similar conflicts could easily follow. With introspection, advertisers will see that this is more than just a war on disinformation and hate speech. A data war is brewing, pressuring businesses to diversify data sources. As brands compete to understand the needs and preferences of today’s consumers, consumers are concurrently responding with more guarded protection of their online data. To win this war, brands must reclaim data autonomy and infuse their digital media strategy with more diversified data. But they cannot do it alone and they cannot do it within the current system.