Facebook Loses Its Luster for Some Political Advertisers

Ahead of the 2022 midterms, political media buyers are pulling back from the social network

Media and marketing pros from Warner Bros, YouTube, Tubi and more will share insights, perspectives and advice on how to keep up in this ever-changing industry. Join them in LA at the Convergent TV Summit on October 25.

For more than a decade many political campaigns were fought, and won, on Facebook.

But during the 2022 midterm election cycle political media buyers are lessening their investment on the platform. This is partly due to increased difficulty in targeting relevant voters with ads—both from new company policies and challenges Meta’s ad tech has faced as a result of Apple’s privacy changes—four media buyers told Adweek.

“The makeup is being washed off this product,” said John Padua, vp of media buying at Trilogy Interactive, a political digital agency that supports Democratic candidates, PACs, progressive causes and legislation.

Padua estimates between 15% and 20% of his larger fundraising performance-based clients’ budgets are directed toward Meta, compared to between 70% and 80% in the 2016 and 2018 elections.



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