Meta targets older users with higher ad loads to drive revenue

Meta is showing more ads to older Facebook users, as they have higher purchasing power and conversion rates, according to a Barclays report citing internal documents from Meta's FTC trial. Users aged 45 to 54 saw the highest ad load (22%), while teens saw just 4.3%, reflecting Meta’s strategy to optimize revenue by targeting valuable demographics rather than increasing overall ad volume. Meta’s dynamic ad tech, powered by machine learning models like Andromeda and Lattice, helps it selectively show ads to users most likely to click, allowing the company to grow ad revenue without increasing ad density across the board.