<ul><li>Meta, formerly Facebook, is heavily focusing on targeting older users with more ads due to their higher purchasing power, as revealed by Barclays analysts.</li><li>The ad load on Facebook is higher for users over 45, leading to increased ad revenue for Meta.</li><li>Meta's dynamic ad technology allows them to target valuable users based on behaviors and traits, with older users being key drivers of its ad business.</li><li>Although Meta aims to win over Gen Z, the company is strategically catering to older demographics who are more likely to make purchases or sign up for services, reflecting a shift in their advertising strategy.</li></ul>

Gen X has become Meta's biggest gold mine

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