Noticed a spike in CPMs over the last few days

adrianuk

adrianuk

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For those who haven’t noticed: Meta recently rolled out a policy that limits reach and impressions on duplicate or recycled content, which is pushing CPMs up across the board. Better to avoid AI-generated or reuploaded content right now
 
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The article reflects a reality that many people are facing right now. The sudden increase in CPMs not only affects performance but also disrupts the entire advertising funnel. The new policy targeting duplicate or recycled content is forcing ad buyers to be more serious about investing in original content. The question is: is the algorithm smart enough to distinguish “reusable value” from content that is truly trash?
 
Caden Marketing Agency said:
The article reflects a reality that many people are facing right now. The sudden increase in CPMs not only affects performance but also disrupts the entire advertising funnel. The new policy targeting duplicate or recycled content is forcing ad buyers to be more serious about investing in original content. The question is: is the algorithm smart enough to distinguish “reusable value” from content that is truly trash?
Click to expand...
CPM spike is real, but most don’t realize how badly it hits high-risk verticals like gambling/invest. We’ve had to rebuild entire structures just to keep ROAS steady lately
 
Yes, I also noticed CPM going up.
Looks like Meta is now strict with repeated or AI content.
Best to post fresh, original stuff if you want better reach and low ad cost.
 
This means they require users to constantly create new content themselves, automating content with AI will be much more difficult. What will the next update be?
adrianuk said:
For those who haven’t noticed: Meta recently rolled out a policy that limits reach and impressions on duplicate or recycled content, which is pushing CPMs up across the board. Better to avoid AI-generated or reuploaded content right now
Click to expand...
 
Rising CPMs disrupt ad performance, pushing advertisers to create original content. Can the algorithm distinguish valuable content from low-quality material?
 
adrianuk said:
For those who haven’t noticed: Meta recently rolled out a policy that limits reach and impressions on duplicate or recycled content, which is pushing CPMs up across the board. Better to avoid AI-generated or reuploaded content right now
Click to expand...
You are absolutely right! Meta (Facebook, Instagram) has recently tightened its policy on duplicate, recycled, or AI-generated content to improve the user experience on the platform. This has a major impact on:
The reach and impressions of posts containing poorly crafted or copied content.
 
adrianuk said:
For those who haven’t noticed: Meta recently rolled out a policy that limits reach and impressions on duplicate or recycled content, which is pushing CPMs up across the board. Better to avoid AI-generated or reuploaded content right now
Click to expand...
higher CPMs are hurting results and breaking ad flows. New rules against repeated content push advertisers toward originality. But can the algorithm really spot the difference between useful reuse and low-value material?
 
adrianuk said:
For those who haven’t noticed: Meta recently rolled out a policy that limits reach and impressions on duplicate or recycled content, which is pushing CPMs up across the board. Better to avoid AI-generated or reuploaded content right now
Click to expand...
Remedy
Diversify your target audience: Experiment with different target groups to reduce competition and optimize costs.
 
Meta’s recent updates have made content uniqueness more critical than ever. We’re now prioritizing fresh creatives, mixing in Reels and native-style content, and spacing ad reuse more carefully. It’s helped keep CPMs under control across several verticals.
 
You need to innovate in content and images to have a good CPR index as well as save costs if you can continuously test ads to have good indexes.
 
Meta's recent updates have made content originality more important than ever. This requires users to continuously create new advertising content.
 
Meta is now limiting reach on duplicate or recycled content, causing higher CPMs—avoid AI-generated or reused posts for better performance.
 
You should always “humanize” AI output to make it seem more natural anyway, I’m spotting AI generated content from a mile away.
 
adrianuk said:
For those who haven’t noticed: Meta recently rolled out a policy that limits reach and impressions on duplicate or recycled content, which is pushing CPMs up across the board. Better to avoid AI-generated or reuploaded content right now
Click to expand...
Many of my clients have recently had poor results and are struggling to adapt and change their content.
 
This is especially true for Facebook right now — I’ve also seen a noticeable shift in CPMs when using recycled content, especially from popular sources or AI. Meta is now prioritizing unique, creative content that shows signs of organic engagement. It’s best to invest in creative content early on to avoid being hit by hidden reach.
 
I also see CPMs skyrocket when repurposing old or used content. Creating new content takes more effort, but the results are great, as Meta gets more strict.
 
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