Great insights from InPractise, featuring the Former Head of Global Advertising Partnerships at Meta.
Why Meta holds a competitive edge over other ad tech companies and won't be impacted by the trade war's effect on Chinese advertisers reducing ad spend:
1/ If the overall economy were to slow down, brand advertising will take a hit first over performance advertising.
Meta has stakes in both, but is particularly popular for performance advertising.
2/ Meta excel at matching eye balls with the highest value advertisers.
It's a bidding system.
If there's a pull back from Chinese advertisers, there'll be other advertisers who can pick up the slack.
Furthermore, Meta have other levers to pull—such as increasing the ad load to compensate for the CPM drop.