We’re currently in an unusual landscape for social media ads: Events are being cancelled or postponed worldwide, companies have re-assessed their marketing budgets, and in the United States two billionaire politicians just ended their presidential campaigns (But not before together spending over $780 million on ads).

When advertising on Facebook, a more crowded queue of ads means less people see each ad, and our advertising dollars don’t stretch as far. Retailers and e-commerce advertisers know this well, as CPMs (“Cost per mille”, or the cost to reach 1,000 users) skyrocket during the holiday selling season.