Who's actually advertising in a category?
Dated teardowns of the Meta Ad Library, one category at a time. Real numbers, methodology shown, free to cite. The same public-signal work behind every Read, published.
179 brands advertise vitamin C serum. Only nine are really in it.
Almost three quarters run just one or two ads. The crowd is a mirage; the real field is nine committed spenders.
► Food & beverage · functional drinksIn functional drinks, the winning ad doesn't change.
43% of brands have run the same creative for 60+ days. In this category winners find one angle and ride it, so the opening is a different angle, not a fresher ad.