Ad prices declined in the second quarter as new formats like Reels and Shorts rolled out. After some rough quarters, Google's and Meta's ad businesses are on the rebound , and they're creating so much short-form video ad inventory that the surge in supply is driving ad prices down. "Anytime you've got an influx of newer ad inventory, typically that inventory does come with lower ad pricing," he said. And Instagram Reels ad inventory is both plentiful and 39% cheaper than Instagram Feed ads, according to Tinuiti. Meta also added more ads to its Marketplace on Facebook, which dropped Facebook ad prices by 25%, Taylor said.

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Persons: Shawndu Stackhouse, Tom Williams, Andy Taylor, Pacvue, Taylor, Tinuiti's Taylor, Mike Ryan, Meta, TikTok TikTok Organizations: Inc, Getty, Tinuiti, Brands, Google, Anadolu Agency, Meta, Facebook, CPM Locations: Google's, Northeast Washington, lockstep