Naively, divide ad revenue by time to get a dollars-per-time.
But thats naive because ad serving isn’t totally sold out so they can make up for it by increasing the density of ads in the next time window. If the outage is short, then the impact is small.
But some markets are totally sold out and there’s no making up for lost impressions.
This is something I've thought about a while back. Like Facebook probably has a "maximum number of ads shown to users per post" value. So theoretically, they have a ceiling for how many ads can be bought in a specific time frame before having to increase the ceiling/find new users.
> they can make up for it by increasing the density of ads in the next time window
Not only that but the bigger spenders will have more budget so the bidding after a large outage should return higher bids on average leading to increased profit per ad slot.
Possibly, but increasing ad density is usually negative for performance. So it’ll probably be end of bad for Meta as a whole, as people spend more but don’t get more value out.
From my experience you'll receive a partial refund - and in some instances like inexplicable overspending, etc. - you won't receive anything. This may be an exception given a full sitewide outage, though
When you've more-or-less monopolized a lot of the web's content sharing you get to tell your clients to pound sand. Where else they gonna go? Twitter? The incel white supremacist dollar is not what advertisers call "the good dollar".
But thats naive because ad serving isn’t totally sold out so they can make up for it by increasing the density of ads in the next time window. If the outage is short, then the impact is small.
But some markets are totally sold out and there’s no making up for lost impressions.