For brands selling products with long purchase cycles, like mattresses, cars, or appliances, the marketing challenge isn't just winning the sale. It's staying in consumers' minds for years before they're ready to buy.

Meta announced new ad options at its Brand Building Summit, focused on Reels and innovative ad formats for Threads, per a blog post. While Meta’s new ad offerings promise more sophisticated placements, they can’t fully offset uncertainty. Marketers could face a scenario where the platform they’re relying on today could operate under massively different constraints tomorrow.