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Expand chart

Data: AdStage; Chart: Andrew Witherspoon / Axios

Facebook, Twitter and other tech platforms offer marketers the ability to reach niche audiences with scale and at an efficient cost. But as Facebook's ad load continues to slow, its ad auction has become increasingly competitive, causing the average cost for every 1,000 impressions (CPM) and the average cost per click (CPC) on Facebook to skyrocket, according to data from AdStage.

  • The average CPM on Facebook ads has increased by 171% since January 2017
  • The average CPC on Facebook ads has increased by 136% since January 2017

Twitter has also seen increases:

  • Twitter's CPM increased by 27% since January 2017.
  • The average CPC on Twitter increased by 18% since January 2017.

Why it matters: Facebook has been warning investors for months that ad revenue would "come down meaningfully" this year as the newsfeed becomes more saturated. Increasing CPM's helps make up for any revenue losses that would stem from that reduction in ads served. The average click-through rate has remained consistent on both platforms.

Go deeper

N.Y. Times faces culture clashes as business booms

Illustration: Sarah Grillo/Axios

New York Times columnist David Brooks' resignation from a paid gig at a think tank on Saturday is the latest in a flurry of scandals that America's biggest and most successful newspaper company has endured in the past year.

Driving the news: Brooks resigned from the Aspen Institute following a BuzzFeed News investigation that uncovered conflicts of interest between his reporting and money he accepted from corporate donors for a project called "Weave" that he worked on at the nonprofit.

America rebalances its post-Trump news diet

Illustration: Annelise Capossela/Axios

Nearly halfway through President Biden's first 100 days, data shows that Americans are learning to wean themselves off of news — and especially politics.

Why it matters: The departure of former President Trump's once-ubiquitous presence in the news cycle has reoriented the country's attention.

2021 sees a record number of bills targeting trans youth

Illustration: Annelise Capossela/Axios

Republicans in at least 25 states have introduced over 60 bills targeting transgender children — a legislative boom since January that has beaten 2020's total number of anti-trans bills.

Why it matters: LGBTQ advocates say the unprecedented push was catalyzed by backlash to Biden's election and the Supreme Court ruling that workers cannot be fired for being gay or transgender.