Meta Platforms

Meta Platforms (formerly Facebook) is the second-largest digital advertising company globally, operating a closed ecosystem of social media properties including Facebook, Instagram, WhatsApp, and Threads. Meta's advertising business is built on unparalleled social graph data from 3.7 billion monthly active users across its family of apps, enabling highly targeted advertising based on interests, behaviors, connections, and real-time signals. The company has pioneered social advertising formats, from News Feed ads to Stories, Reels, and messaging ads. Meta's advertising technology stack includes sophisticated AI-driven optimization, automated creative tools, and cross-app campaign management. Despite challenges from Apple's privacy changes and regulatory scrutiny, Meta continues to dominate social advertising with particular strength in direct response, e-commerce, and small business advertising.