The factors that contribute to the difference in ad revenue between different social media platforms include the number of active users, user engagement, the platform's ad targeting capabilities, and the cost per impression. For instance, platforms with a larger user base and higher user engagement, like Facebook and Instagram, tend to generate more ad revenue. Additionally, platforms that offer more sophisticated ad targeting options can charge higher rates. The cost per impression also plays a significant role; for example, Facebook's average cost per 1000 impressions has been increasing, contributing to its high ad revenue.
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