"So many people start their shopping on Amazon," Hassett said in an interview.
People take selfies in front of the logo of Facebook parent company Meta on November 9, 2022 in Menlo Park, California.
Liu Guanguan | China News Service | Getty ImagesFor Loftie, Amazon and Google provide better value because a shopper is showing intent by searching for a particular item.
"In the near term, we expect Meta ad share to decline further in '23 given macro headwinds and the pivot to Reels," they wrote.
Rachel Tipograph, CEO of marketing technology firm MikMak, said there are other unforeseen costs tied to Amazon advertising.