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Overview
Meta is the company behind Facebook, Instagram, WhatsApp and Messenger, and through them one of the largest advertising platforms in the world. Its apps reach about 3.58 billion people every day. For a consumer brand, Meta advertising is one of the main ways to reach new customers, build demand and drive sales to its webshop or other channels.
Who is behind Meta
Meta was founded as Facebook in 2004, renamed Meta Platforms in 2021, and is listed on Nasdaq. In 2025 its revenue was USD 201 billion, up 22%, and almost all of it came from advertising: USD 196.2 billion. Ad impressions grew 12% and the average price per ad grew 9% in 2025. Meta says online commerce was the industry that added the most to its advertising growth in 2025.
Where brands can advertise
- Facebook, in feeds, Stories, Reels and Marketplace.
- Instagram, in feeds, Stories, Reels and Explore, which are especially important for visual consumer brands.
- Messenger and WhatsApp, for conversations with customers, including ads that open a chat.
- Audience Network, which extends ads to partner apps.
How Meta advertising works today
- AI-driven campaigns. Advantage+ campaigns automate audience targeting, placements, budget and creative variations, and are widely used by e-commerce brands.
- Creative is the main lever. Because targeting is largely automated, the volume, variety and quality of images and videos, especially short videos for Reels, drive results.
- Product catalogues. A connected product catalogue enables dynamic ads that show the right products to the right people.
- Measurement. The Meta Pixel and the Conversions API send sales data back to Meta so it can optimise towards purchases.
What it takes to run Meta ads well
- A steady flow of new creative, since ads lose performance as audiences see them repeatedly.
- Reliable tracking with the Pixel and the Conversions API.
- Margin-based targets, so spend is judged on profit, not just on revenue or clicks.
- A clear split between prospecting and retargeting, so the cost of new customers is visible.
- Compliance with Meta's ad policies, which are strict in categories such as health, supplements and beauty claims.
Why Meta matters for brands
Meta's apps are where many consumers spend their time, and its AI-based ad tools make it possible to find new customers at scale. For most D2C brands, Meta is one of the two largest paid channels next to Google.
How eBrands looks at Meta
eBrands runs Meta advertising for its own brands and works with brands on D2C webshops and marketplaces across Europe and North America. If you want to see how Meta could work harder for your brand, we are happy to talk it through.
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