Meta boosts ad spend as a percentage of sales

Alex Brownsell, Cinzia Petio

An overview of the Big Tech's sector advertising spend.

Advertising spend as a percentage of total sales among Big Tech firms is declining as they aspire to greater efficiency in the deployment of ad budgets. This is according to WARC Media’s latest Global Ad Trends report, which analyses ad spend by eight tech firms (Alibaba, Alphabet, Amazon, Baidu, Meta, Microsoft, Netflix and Tencent).

While Big Tech firms spend vast amounts on ads in absolute terms, these platforms are also growing their revenues at a remarkable rate. This means that the Big Tech sector is investing a lower percentage of total sales in advertising – in 2021, this...

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