Since January 1, 2026, Brazilian advertisers have been paying more for ads on Meta. The platform began directly passing on PIS/Cofins (9.25%) and ISS (2.9%) taxes on invoices, totaling an average increase of 12.15% that was previously absorbed by the company itself. In practice, a R$100,000 investment now costs approximately R$112,000 without any changes to campaign parameters.
This tax pass-through, however, is only part of the problem. American consultancy Tinuiti analyzed over 8,000 advertiser accounts and identified a 12% increase in global average CPM (cost per thousand impressions) in the first quarter of this year, compared to the same period in 2025.
In Brazil, the impact is even more intense. The combination of exchange rates, growing local competition, and an increasingly dense ad auction has been pushing costs upward. The Brazilian digital advertising market moved R$42.7 billion in 2025, according to data from Digital Adspend 2026, by IAB Brasil, representing a 12.7% increase from the previous year.
