After 81% of agency pros told Digiday last year that they purchased advertising on Facebook on behalf of clients in the plast month, just half (50%) said the same this year. And Instagram saw a similar drop, from 81% who said last year they’d bought ads on the platform for clients in the last month to 48% who said so this year.

This should mean less competition in the auction and cheaper results for those that remain.

Attribution (at least the iteration of the past few years) is essentially dead. I’m guessing relying on those models is leading to these decisions.

Zig when others zag.