META · 10-Q · 2026Q2 · Full report

Advertising Demand Trends

Meta Platforms, Inc. · 2026-07-30 · Importance 59 · Surprise 48

Second-quarter 2026 advertising revenue increased 27% year over year to $59.36 billion, supported by a 14% increase in ad impressions and a 12% increase in average price per ad. Management attributed higher pricing primarily to increased advertising demand and improved ad targeting and measurement, with the online commerce vertical the largest contributor to advertising revenue growth. Ad impression growth was strongest in Asia-Pacific, while higher impressions in lower-monetizing geographies and products such as Reels partially offset pricing gains. Marketers continue to face targeting and measurement limitations from privacy changes, mobile operating systems, browsers, and regulatory developments, although Meta is investing in privacy-enhancing technologies, marketer data-sharing tools, Reels ads, business-messaging ads, and AI-driven advertising systems.

Key facts

• Ad impressions delivered across our Family of Apps in the second quarter of 2026 increased 14% year-over-year.
• Average price per ad in the second quarter of 2026 increased 12% year-over-year.
• Ad impressions delivered during the three and six months ended June 30, 2026 increased by 14% and 16%, respectively, year-over-year.
• The average price per ad increased by 12% in both the three and six months ended June 30, 2026, year-over-year.