At this time of year, the online advertising landscape, especially on platforms like Meta, is prone to glitches and performance swings due to seasonal overload.
The holiday shopping season often brings major swings in performance for advertisers, with many reporting historically bad performance metrics during the crucial months of October to December.
Shopify and Meta are especially susceptible to significant operational issues as they handle the overload of traffic and new code deployments, often causing frustration among advertisers.
DTC media buyers noted how critical periods like Q4 typically lead to platform difficulties reminiscent of Prime Day or Black Friday site crashes.
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