Meta’s New Update in 2025

Meta has rolled out its latest update, and as always, we’re re‑evaluating our strategies.

The signals were clear: the first half of 2025 has already seen a decline in global e‑commerce, and the second half is expected to bring further contraction. Yesterday’s Meta update confirms the shift — users will now see fewer personalized ads. While this enhances privacy, it also means reduced targeting precision and potentially lower campaign effectiveness.

For performance marketers, adaptation is key. This will require a closer look at the data we rely on, as well as new targeting strategies that can maintain impact despite reduced personalization. Monitoring your campaign graphs within 7–14 day ranges — and across maximum time frames — will become critical for spotting optimization opportunities.

Another layer: with many brands cutting budgets during the holiday season, this creates a window for new players to step into the spotlight. Reducing spend on low‑frequency campaigns may be wise, but a complete shutdown could mean losing valuable ground.

At Brosch, we see this not as a setback, but as an opportunity to redefine performance marketing in a changing digital landscape. The brands that adapt fastest will be the ones leading the conversation tomorrow.