Facebook Loses Its Luster for Some Political Advertisers

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.