Q that they did and it was sort of the The unintentional effect is that the ad product gets worse for advertisers. Like, why is it, why is it happening? And are your, uh, contacts at Meta saying, Hey, we're act, we know this is not great and we're actively trying to get back to where we were, or is it just get used to it? This is the new normal.
A Totally. Yeah. No, some of the things are out of Meta's control. Like Meta has obviously gotten less efficient post iOS, which was when Tim Cook and Apple really put a lot of restrictions around what data did Meta have access to. Um, at that point you went from, as an example, being able to optimize for a 28 day outcome. So if you're optimizing for a purchase that could happen over 28 days and Meta could take, could attribute that, that purchase to itself. Now that's just a seven day period, right? So now it's like a much smaller period. You have, uh, Fewer or less ability to exclude the customers that you want, and Meta's began weighting these click-based outcomes. So all of those things together means Meta's only able to attribute orders to the platform on a shorter time frame, there's less exclusions, and it's serving to people who have already seen your ads. If you're trying to introduce new people to your brand and actually generate awareness, generate intent, and, uh, drive incremental orders, that's just a harder environment to do it within. And those are like, That's half things that are out of their control. And then part of the things that I mentioned are within Metis control, and I think they are trying to address. Um, so the answer to your question, Jordy, would be a combination of the two. Yep.
AI assessment note: “part of the things that I mentioned are within Metis control, and I think”