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At the scale of Google/Meta plateauing could just mean market saturation, not that ads aren’t working anymore. I’d be interested to see data showing that RoI has also been decreasing for advertisers or that advertisers have started to pay less because they don’t find ads worthwhile.

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I think the two biggest players plateauing is in itself an interesting indicator.

For instance sister comments are mentionning TikTok growing in revenue, but if Google/Meta were already saturating the market, it means that growth is eating from the other less successful players (Twitter/Reddit ?), and at some point Google and Meta will also see dramatic decreases or TikTok's growth will stop.

That also

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