Temu's $962M Meta Ad Network Collapsed After Fake-Account Report

Czech group Online Risk Labs spent 16 months tracking up to $962 million in Temu partnership ads on Meta across the UK and 27 EU countries. Of the 100 most-used creator accounts, 73 were assessed as likely inauthentic. After Fortune published the investigation on August 31, Temu's partnership advertising nearly halved and top account Ya Lilly went silent by September 7.

• 73 of Temu's top 100 Meta creator accounts assessed as likely inauthentic
• Those 100 accounts ran 1.4 million partnership ads and 17 billion impressions
• Temu partnership ads fell from 115,114 to 64,008 in three weeks
• Partnership advertising nearly stopped in six EU jurisdictions