Meta has gained a significant cost advantage through its hardware investments aimed at improving model training for targeting content on platforms like Reels. The transition from traditional Facebook feeds, focused on direct connections, to a broader range of potential content has led to complex targeting challenges. However, Meta has effectively addressed these challenges quicker than anticipated, utilizing excess capacity in their systems. Additionally, Meta's extensive experience in text analysis enables it to skillfully manage content visibility by determining what users should see more prominently and what should be concealed, reinforcing its advantage in content curation.

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