What the Meta Antitrust Trial Means for Performance Marketers
4/14/2025
Today marks the start of a landmark antitrust trial in Washington, D.C., where the Federal Trade Commission (FTC) is challenging Meta over its acquisitions of Instagram (2012) and WhatsApp (2014). The FTC alleges that these acquisitions were strategic moves to eliminate competition and maintain a monopoly in the social media market, citing internal communications like CEO Mark Zuckerberg's statement, "It is better to buy than compete."
Meta makes it easy today—here’s how to win if that changes
According to FanIQ data, Advantage+ blended campaigns perform at a 2.43x total ROAS compared to separate campaigns that perform at a 4.75x ROAS. Given this insight, we wrote an article emphasizing the advantages of managing distinct advertising strategies for Facebook and Instagram, showing that running campaigns independently is the optimal strategy.
Here are the key takeaways on why separating each platform is a dynamic strategy:
4. Enhanced Transparency and Control: Running separate campaigns provides clearer insights into performance metrics for each platform. This granularity enables more informed decisions and adjustments, leading to improved return on investment (ROI).
