Meta has shifted its advertising strategy to target older users more aggressively, relying on data indicating that users aged 45 and above have a higher purchasing power. A report from Barclays highlights that the ad load is significantly higher for these age groups, emphasizing the use of dynamic ad technology that personalizes content delivery based on user behavior and preferences. In contrast, younger users have seen a decrease in ad exposure, reflecting both strategic adaptations in response to competition and evolving ad formats.
Older demographics see more ads due to their higher purchasing power. This also speaks to the dynamism of the ads stack whereby the company can identify those cohorts with greater willingness to consume ads.
Facebook users aged 45 to 54 saw the highest ad load at 22%, with those 55 and older and those 35 to 44 close behind. Users age 25 to 34 hovered just above 16%, while 18 to 24-year-olds saw about half of that.
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