If this theory were true companies would see no revenue impact from ad buys on Meta. Then they would stop buying, and Meta would go out of business. You need to face the facts here that no matter how much you hate Meta, it isn't a scam.
Companies will falsely attribute positive revenue impact to whatever sales channels they are using, including Meta. The option would be for dozens of people having to admit that they made a mistake and wasted money on ads which didn't work. It's 2025, people would rather let their company bankrupt than admit they made a mistake.
Why do you think there is no revenue impact? I would assume there is. Companies should have a good idea how much. That is also why companies should care about scams - if ads on meta lose value they lose.
The comment I was replying to implied that targeted advertising is a scam that finds people who were going to buy anyway and then advertises to them. If that were true, there would be no revenue increase because all the customers would have bought anyway.
oh. That makes sense. so long as other people see the ads that shows up in the stastics. Though companies should be pushing back on google doing that. (Though it may be they were going to buy but the ad influenced where which is worth the price)
What the adds really do is target people who are going to buy a certain category of product anyway, and then advertise the specific product made by the company that buys adds. It's hard to convince someone to buy something out of the blue. Much easier to convince them to buy a particular brand of something they were going to buy anyway, which is why targeted ads are so valuable.
