Meta Platforms

Second-largest digital advertising platform globally, commanding ~20% of worldwide digital ad spend with unmatched social audience scale

Meta Platforms, Inc. (formerly Facebook, Inc.) is the dominant force in social media advertising, operating a family of platforms — Facebook, Instagram, WhatsApp, Messenger, and Threads — that collectively reach billions of users worldwide. The company rebranded from Facebook to Meta in October 2021 to reflect its expanded vision toward the metaverse and immersive computing, while continuing to generate the vast majority of its revenue through highly targeted digital advertising. Meta's advertising platform leverages one of the world's largest repositories of first-party user data, enabling advertisers to reach audiences with unparalleled precision based on demographics, interests, behaviors, and social connections. In the AdTech ecosystem, Meta operates as both a walled garden publisher and a full-stack advertising platform. Its self-serve Ads Manager and Meta Business Suite allow advertisers of all sizes — from small local businesses to Fortune 500 enterprises — to create, manage, and optimize campaigns across its properties. Meta's ad products span display, video, Stories, Reels, Marketplace, and augmented reality formats, with advanced machine learning powering its delivery and optimization systems. The company also operates the Meta Audience Network, extending its targeting capabilities to third-party apps and websites. Meta consistently ranks as the second-largest digital advertising platform globally, behind only Google, commanding roughly 20% of global digital ad spend. Its revenue exceeded $130 billion in 2023, with advertising accounting for over 97% of total revenue. Meta's investments in AI-driven ad tools (such as Advantage+ campaigns), its Reality Labs division for AR/VR hardware, and its ongoing development of the metaverse represent its strategic bets on the next generation of digital advertising and commerce.