Meta's ad business, primarily dependent on desktop until 2014, faced challenges with Apple's privacy changes in 2021 but has now evolved into a highly efficient advertising powerhouse.
Today, nearly all of Meta's millions of advertising clients utilize Advantage+, with a study revealing that each dollar invested now returns $3.71, reflecting a 12% increase since 2022.
Meta's family of apps saw a 10% year-over-year increase in ad impressions, while the average ad price also rose by 10% due to higher demand.
AI-driven recommendations have elevated engagement levels on platforms like Instagram, where over 50% of user content is now suggested by AI, enhancing ad inventory availability.
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