The news: Meta’s advertising business will reach $240 billion this year, according to a WARC report.
- The report notes that the company’s ads business increased 22% to $196 billion in 2025 and will grow another 22.3% this year. WARC estimates that growth will slow to 12.1% in 2027.
- WARC attributed strong growth to Meta’s AI strategy, which has boosted campaign performance; the report also noted that engagement with Reels on Instagram and Facebook contributed to growth.
- Instagram was listed as the second most preferred brand by global marketers, with YouTube in the lead. Over 40% surveyed said Instagram is one of the platforms that delivers the highest attention.
What EMARKETER numbers say: Our forecasts tell a similar story.