Advertising
Q2 2026 advertising revenue $59.36B, up 27%; ad impressions up 14% and average price per ad up 12%.
The numbers
What it is
Targeted ads sold across Facebook, Instagram, WhatsApp, Messenger and Threads through Meta's own auction system. Growth comes from showing more ads and from higher prices per ad, both helped by AI ranking models.
Why it matters to the stock. Advertising is almost all of Meta's revenue. Trader focus is on whether impression growth and price growth both hold up as spending on AI rises.
News
Meta adds AI video and creative tools for advertisers at Advertising Week New York
At its Advertising Week New York presentation on October 6, 2026, Meta announced new AI tools for advertisers.
Meta guides Q2 2026 revenue to $58-61B and raises 2026 capex to $125-145B
In the same April 29 release Meta guided second-quarter 2026 revenue to $58 to 61 billion and raised its 2026 capital expenditure range to $125 to 145 billion from $115 to 135 billion, citing higher component pricing and, to a lesser extent, data center costs.