Meta
Owner of Facebook, Instagram, WhatsApp and Threads, and the second-largest digital ad seller worldwide.
Menlo Park, California, USA · founded 2004 · facebook.com/business
META NASDAQ
What Meta does
Meta sells ads inside its own apps: Facebook, Instagram, Messenger, Threads and, increasingly, WhatsApp. Advertisers tell Meta's system what outcome they want (a sale, an app install, a lead) and its algorithms decide who sees which ad, largely using data Meta collects itself.
It is the textbook walled garden: buying, targeting and measurement all happen inside Meta's tools, and outside verification is limited. Apple's App Tracking Transparency prompt in 2021 dented its tracking, and Meta responded with server-side tools like the Conversions API and heavy investment in AI-driven automation such as Advantage+.
How it makes money
Almost entirely advertising, sold by auction on a cost-per-impression or cost-per-result basis across its apps and the Meta Audience Network.
Where it meets invalid traffic
Fights fake accounts, click fraud and scam ads at enormous scale; advertisers mostly rely on Meta's own reporting, which is why independent ad verification inside the garden is a recurring industry debate.
Products
- Meta Ads Manager
- Advantage+
- Meta Audience Network
- Conversions API
- Meta Pixel
Quarterly revenue
From SEC XBRL filings · latest quarter +28.0% year on yearQuarterly net income
| Fiscal year | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|
| Revenue | $117.9B | $116.6B | $134.9B | $164.5B | $201B |
| Net income | $39.4B | $23.2B | $39.1B | $62.4B | $60.5B |
| Diluted EPS | $13.77 | $8.59 | $14.87 | $23.86 | $23.49 |
Earnings, explained
Meta's Q2 revenue jumps 28% but profit falls as costs surge
Meta reported Q2 2026 revenue of $60.80 billion, up 28% year-over-year. Net income declined 14% to $15.85 billion, with diluted EPS at $6.18, down 13% from last year. Operating margin dropped to 31% as costs and expenses rose 55%, including $2.4 billion in legal charges and $1.18 billion in severance. For Q3, Meta expects revenue between $61-64 billion and raised its full-year expense outlook to $165-169 billion.
Meta is growing revenue strongly, but rising costs—especially from legal issues and layoffs—are squeezing profits. This highlights both the strength of digital ad demand and the challenges of managing expenses in a complex regulatory environment.
Latest Meta news
Search allYext to Acquire Flamel.ai, Expanding Into Localized Paid Media Campaigns
Yext has signed an agreement to acquire Flamel.ai, a company specializing in localized paid ad campaigns across platforms like Google, Meta, and ChatGPT. The move aims to provide multi-location brands with a unified platform for managing…
Meta Ordered to Pay $100,000 in Nigerian Privacy Case Over Behavioral Ads
A Lagos court ruled that Meta cannot use contracts as a legal basis for profiling Facebook and Instagram users in Nigeria for behavioral advertising. The company has been given eight weeks to comply with the decision and must pay a…
Runway Launches AI Agent for Cross-Platform Ad Creation and Measurement
Runway, a startup valued at $5.3 billion, has introduced an AI-powered agent designed to create, adapt, and analyze advertisements across major platforms including Meta, Google, and TikTok. The tool aims to streamline ad production and…
Meta Sued Over Alleged Scam Advertisements on Its Platforms
Meta is facing a lawsuit related to scam ads appearing on its platforms. The legal action alleges that Meta did not do enough to prevent fraudulent advertisements from reaching users.
Meta Introduces Muse for Small Business to Attract Enterprise Ad Spend
Meta has launched Muse for Small Business, a new tool designed to support the approximately 200 million brands using its platform. The initiative is intended to help small businesses leverage Meta’s technology to enhance their advertising…
ChatGPT Set to Compete With Google and Meta in Digital Advertising
ChatGPT is entering the digital advertising market, positioning itself as a new competitor to established players like Google and Meta. This move signals a potential shift in how advertisers may allocate budgets and reach audiences online.
YouTube Shorts Ads Expand to Open Web; Meta's Muse AI Raises Trust Concerns
Advertisers are now able to purchase YouTube Shorts ads in tandem with open web ad inventory, broadening their reach across platforms. Meanwhile, Meta's new AI agent, Muse, is drawing attention to the risks of relying too heavily on…
MCP Server Introduces Automation for Meta Ads Performance Analysis
A new MCP server is being used to automate the analysis of advertising performance on Meta platforms. This technology streamlines the process of evaluating ad results, reducing manual work for marketers.
SEC filings
EDGAR| Filed | Form | What it is |
|---|---|---|
| 2026-07-30 | 10-Q | Quarterly report |
| 2026-07-29 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-05-29 | 8-K | Shareholder vote |
| 2026-05-04 | 8-K | Other events · Financial statements and exhibits |
| 2026-04-30 | 10-Q | Quarterly report |
| 2026-04-29 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-04-16 | DEF 14A | DEF 14A |
| 2026-04-14 | 8-K | Executive or director change |
| 2026-01-29 | 10-K | Annual report |
| 2026-01-28 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-01-16 | 8-K | Executive or director change |
| 2025-12-19 | 8-K | Executive or director change |
| 2025-12-12 | 8-K | Other events · Financial statements and exhibits |
| 2025-11-03 | 8-K | Other events · Financial statements and exhibits |
| 2025-10-30 | 10-Q | Quarterly report |
| 2025-10-29 | 8-K | Results of operations (earnings) · Financial statements and exhibits |