""After a few years of existential hand-wringing, the company has found its rhythm again by doing what it does best: scaling attention and monetizing it with ruthless efficiency," said Jeremy Goldman, eMarketer's senior director of briefings, in emailed comments. "While everyone else is still pitching AI moonshots, Meta has quietly turned AI into margin. Its ad tools are sharper, its targeting smarter, and its short-form video business is finally paying off.""
"The annual revenue run rate for Meta's end-to-end AI-powered ad solutions, including the Advantage+ suite, has surpassed $60 billion, CEO Mark Zuckerberg said on a call discussing the results with investors, underpinning more significant uptake from brands. The number of advertisers using at least one of Meta's video-generation tools jumped 20% over Q2 2025, though specific figures were not broken out."
"In the Q&A portion of the call, Zuckerberg reiterated a vision of a world where AI does most of the heavy lifting for brands. In the executive's thinking, marketers will simply need to input campaign objectives and financial details and have Meta's automation take over from there, handling everything from asset creation to personalization and targeting. Other major digital platforms, including Amazon, are working to build out similar AI-supported advertising infrastructure."
Revenue increased 26% year-over-year to $51.24 billion in Q3, with advertising momentum attributed to AI improvements that keep users engaged on Facebook and Instagram longer and enhance ad-ranking and performance. Annual revenue run rate for end-to-end AI-powered ad solutions, including the Advantage+ suite, surpassed $60 billion. Advertiser uptake of video-generation tools rose 20% over Q2 2025. Average price-per-ad across the portfolio grew 10% year-over-year, partially offset by impression growth. The stated vision positions AI to handle campaign objectives, budgets, asset creation, personalization, and targeting. Other major platforms, including Amazon, are building similar AI-supported advertising infrastructure.
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