“On measurement, we've been able to close a good part of the underreporting gap and shared that with advertisers, but the rest of the gap will take us longer to close.”

In context

“m having more Reels but not monetizing at the same rate or speed of traditional News feed and Stories? So those are my questions. Thanks. Sheryl Sandberg: So on the mitigation timeline, we've talked before and I've talked before about two key challenges from the iOS, which is what you mentioned, targeting and measuring performance. We're working through mitigations on both. They are both a multifaceted challenge and they're interconnected because better measurement leads to better targeting for advertisers. On the first, we are improving our systems as we test and learn and supporting advertisers with best practices and we're working on automating tools that will help advertisers target better and we have to do it with less data. We have to do more with more aggregated and anonymous data. On measurement, we've been able to close a good part of the underreporting gap and shared that with advertisers, but the rest of the gap will take us longer to close. This is a particularly big challenge for small businesses, because we have to work with them. We have to work with them obviously, in a longer tail and more resource-intensive way. Dave Wehner: Yes. And I can address the Reels question. I think we've touched on it a few times. So I don't know if I have a whole lot that's additive, but it now makes up a meaningful portion of people's time on Instagram. Mark gave the stat that it's over 20% of people's time on Instagram. So that speaks to there being a good opportunity as we ramp ads in Reels, but it's very early days in terms of ads in Reels. But that being said, it's going to take – it's going to be, as Sheryl said, a multiyear journey. If you look at Stories, Stories, we really began ramping in 2018. And at the end of last year, we menti”