Meta partnership ads with creators pass a $15bn yearly run rate. Ad prices rose 14%

Meta partnership ads, which brands run through creators’ accounts, grew more than 97% year on year and passed a $15bn annual revenue run rate. Chief financial officer Susan Li gave the figures on the third-quarter results call on 21 October. A run rate means current sales projected over a full year.

Meta made $63.06bn from ads between July and September

Advertising brought in $63.06bn, up from $50.08bn a year earlier, according to the results Meta filed with the US Securities and Exchange Commission. Total revenue rose 26% to $64.60bn. The number of ads shown grew 10%, while the average price per ad rose 14%. PPC Land, citing Meta’s slides, put the price rise in the US and Canada at 23%. Prices rose faster than the number of ads shown.

Nearly 10 million advertisers used Meta’s AI creative tools

Li said nearly 10 million advertisers used Meta’s generative AI tools to make ads in the quarter. Brands looking for creators can use the Creator Marketing Hub, which links creator search with ad buying. Daily users across Meta’s apps averaged 3.64 billion in September, up 3% from a year earlier.

Meta books a $9.89bn charge and faces a $25bn ruling in New Mexico

The quarter includes a $9.89bn charge tied to an August deal with 52 US state attorneys general over teen mental health. Payments under that deal could reach about $18.59bn. On the same day as the results, a judge in Santa Fe ordered Meta to pay $25bn after a jury found it had misled the public about privacy and content moderation. Meta said it will appeal.

For the fourth quarter, Meta expects revenue of $73bn to $76bn. It has also been selling new formats, such as Ads Super Burst, which guarantees reach in short time windows.

With the average price per ad up 14%, a brand that keeps last year’s budget buys about 12% fewer ads on Meta, if its costs follow the global average.