Meta’s (META) AI strategy is beginning to pay dividends as the company achieves a rare feat in digital advertising, according to Futurum strategist Shay Boloor.
In a new post on X, the chief market strategist at the technology insights firm says Meta’s ad volume and ad pricing are rising at the same time.
Boloor shares a chart showing that Meta has delivered a cumulative increase of nearly 40% in worldwide ad impressions since late 2021, while average price per ad has also turned positive and accelerated through 2024 and 2025.
“This is evidence that META AI investments are monetizing.
In advertising, you usually get either more volume or higher prices, but rarely both. Meta is seeing both right now (impressions are up and prices are up), which only happens when ads are actually converting better, and advertisers are getting real value.
AI is enabling Meta to monetize through the unsexy but highly profitable work of making ads perform better.”
According to Boloor, the combination suggests that Meta is emerging as a winner in the AI race.
“META is becoming one of the clearest application-layer winners in the AI economy with AI already driving real engagement, ad performance & revenue acceleration.
At 17x earnings, the market is still pricing it like a legacy ad biz while the AI flywheel is just getting started.”
In Meta’s latest earnings call, CFO Susan Li says the social media giant’s ad revenue and impressions are on the up and up.
“Q4 total family of apps revenue was $58.9 billion, up 25% year over year. Q4 family of apps ad revenue was $58.1 billion, up 24% or 23% on a constant currency basis. In Q4, the total number of ad impressions served across our services increased 18%.
Impression growth was healthy across all regions, driven primarily by engagement and user growth, and to a lesser degree, ad load optimizations. The average price per ad increased 6% year over year, benefiting from increased advertiser demand largely driven by improved ad performance.”
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