Meta will begin using conversations with its AI assistant to personalize ads and feeds across Facebook, Instagram, and WhatsApp starting December 16. The change represents Meta’s most aggressive AI monetization effort to date, moving beyond likes and follows to conversational intent—a richer, real-time signal of consumer interest. Regulators are already raising alarms about surveillance and privacy. With 98% of Meta’s revenues tied to ads, even small gains could shift billions.

Despite economic uncertainty, 77% of consumers plan to spend the same or more this holiday season, but their shopping timelines and behaviors are shifting. Klaviyo’s 2025 BFCM Forecast shows why brands must rethink peak-season campaigns with omnichannel and AI-driven personalization.

Meta is back in licensing talks with publishers like Axel Springer, Fox Corp., and News Corp., marking a reversal from its 2022 exit from news payments. The move comes as AI tools like Google’s AI Overviews cut publisher traffic, pushing outlets to secure compensation. Meanwhile, Reddit is pressing Google for richer terms, citing undervaluation of its human-authored content under existing $203 million contracts. For publishers, licensing deals provide revenue but risk cementing dependence on platforms that control discovery. For marketers, the shift highlights how AI-driven answers—rather than search results or feeds—are becoming the gateways to consumer attention and content discovery.

Meta is building on its WhatsApp messaging ad options, expanding opportunities for brands to show up in WhatsApp statuses after an initial introduction in June. Meta’s expansion of WhatsApp status ads creates a timely chance for brands to connect with consumers when they’re highly engaged, attentive, and seeking actionable solutions.

The news: Meta and Google still account for 88% of mobile ad spending despite shifting user habits, per a Moloco report. But while advertiser attention remains firmly focused on Big Tech, those that diversify their media mix could increase financial returns as much as 214%. Our take: As audiences become fragmented across social media, advertisers are increasingly faced with the need to look beyond the big players—but with big tech still commanding attention, a balanced approach is key.

The news: Meta announced today updates to its Brand Rights Protection product to combat an influx of scam ads across its social platforms. Meta will now give brands using Brand Rights Protection the option to report scam ads at scale, regardless of whether the ads use the brand’s intellectual property. This feature includes ads that are suspected as scams or ads that are misleading and exploit a brand’s name without authorization. Our take: With social media’s vulnerability to ad fraud and proliferating concerns about brand safety causing some advertisers to reconsider spending, Meta’s update comes at a critical time.

On today’s podcast episode, we discuss what to make of Meta’s ‘Superintelligence Labs’ unit, the unconventional ways young people are using Instagram, and the potential sleeping giant of WhatsApp’s ads. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Vice President and Principal Analyst, Jasmine Enberg, and Senior Analyst, Minda Smiley. Listen everywhere you find podcasts and watch on YouTube and Spotify.

Meta’s Q2 2025 earnings showed the company thriving despite softening engagement in mature markets. Revenue surged 22% YoY to $47.52 billion, largely driven by better ad pricing, AI-optimized performance tools, and growing monetization via WhatsApp. Although user growth was modest, Meta demonstrated strong pricing power—especially in North America and Europe—and continues to see big potential in Asia-Pacific. Operating margins remained healthy at 43%, even with record AI investments. As Meta extracts more value per user and expands monetization across platforms, its performance proves that engagement isn’t the only growth lever—it’s how well each session gets monetized.

The news: TikTok renewed its Lionel Messi-focused live broadcast deal with Major League Soccer (MLS) after a successful 2024 livestream, per a blog post. TikTok will partner with Apple TV to broadcast four select matches in the current MLS season, with a dedicated camera angle focused on Messi during each match. Our take: TikTok and Apple TV’s newest move is another bid to capitalize on a well-known athlete in a profitable genre, where advertising opportunities are plentiful and success is essentially guaranteed. Sports are one of the most reliable ad environments, offering scale, loyalty, and global reach.

The news: Messaging ads are gaining traction as a key opportunity to reach customers at critical moments after Meta debuted ads in WhatsApp. In an exclusive conversation with EMARKETER, Grant Parker, president of omnichannel ad platform Innnovid, offered his take on the future of the messaging medium. Our take: The path forward for messaging ads relies on how well the format integrates with the user experience rather than interrupting it—necessitating that advertisers invest in this opportunity while accounting for consumer attitudes.

The news: Meta announced numerous updates to its messaging ad options, with a heavy focus on WhatsApp. Meta is expanding Ads Manager to include WhatsApp campaigns, centralizing multi-campaign management across its platforms. The feature allows businesses to upload subscriber lists to use Advantage+ to optimize ad budgets or manually choose messages for additional placements. Our take: The ongoing potential for divestiture could have significant implications for advertisers that rely on Meta’s ecosystem—but the new features will still make WhatsApp a more appealing option for those that haven’t considered it as a key ad channel.

The news: Meta’s Threads is adding direct messaging (DM) and a “highlight” feature to show trending topics related to a user’s feed. Our take: DMs will allow consumers to interact directly with brands and could open up a new customer service channel, while brand social media accounts could become part of the narrative as new “highlight” trends arise. Marketers and social media managers should boost brand presence on Threads by engaging with followers and posting on relevant trending topics.

The news: US adults are increasingly dependent on digital platforms for news, with social media and video overtaking traditional news outlets for the first time. 54% of US adults get their news from social media, per the Reuters Institute’s 2025 Digital News Report, compared with 50% from TV news and 48% from news websites and apps. Our take: Linear platforms could offer personalized news digests and mobile- and social- friendly content to reengage younger users, while advertisers should diversify their campaigns across social media platforms to follow fragmented user engagement.

The news: WhatsApp will begin showing ads for the first time since Meta’s 2014 acquisition, starting with the Updates tab’s Status feature. Sponsored search placements and optional paid subscriptions will also be added to WhatsApp Channels. Ads won’t appear in encrypted chats or groups, and targeting will rely only on minimal metadata unless users opt in to link accounts. Our take: Meta is threading a careful line—monetizing WhatsApp while keeping privacy promises intact. With over 3 billion global users and deep consumer trust, the platform’s subtle shift into ads and subscriptions could deliver big returns if Meta avoids sparking user backlash over commercialization.

XChat introduces file sharing, disappearing messages, and calls—but user skepticism over privacy and vague “Bitcoin-style” encryption may hinder adoption.

Separating research from product lets Meta build faster, think longer term, and prove it’s serious about becoming more than a social media company.

Meta's antitrust trial over Instagram and WhatsApp deals winds down: But the trial’s outcome could reshape tech M&A for years to come.

On today’s podcast episode, we discuss Meta’s capacity to weather the tariff climate, how Meta plans to redefine advertising, and what happens if it is forced to sell Instagram and WhatsApp. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Meta revenues up 16% YoY in Q1: The company started the year off on a positive note, but tariffs could foreshadow strife.