"And AI is only making advertising on Facebook, Instagram, and WhatsApp more precise. "Our ads business continues to perform very well, largely due to improvements in our AI ranking systems," CEO Mark Zuckerberg said during the company's third-quarter earnings call. According to Zuckerberg, AI ranking systems have driven both "better performance and efficiency." But the company isn't using AI just to optimize its back end; it's also using large language models to improve engagement and its recommendation systems."
"According to a series of leaked internal documents viewed by Reuters (subscription required), Meta exposes its 3.5 billion platform users globally to approximately 15 billion scam advertisements a day. These "higher risk" ads show clear signs of being fraudulent, but Meta also earns about $7 billion in annualized revenue from them every year, according to the documents. In fact, Meta internally projected in 2024 that it would earn about 10% of its overall annual revenue (about $16 billion) from running ads for scams and banned goods."
Meta Platforms generated $51.2 billion in third-quarter total revenue, with about $50 billion coming from advertising. AI ranking systems improved ad performance and efficiency, and large language models are being used to boost engagement and recommendations across Facebook, Instagram, and WhatsApp. Leaked internal documents indicate the platforms expose roughly 3.5 billion users to about 15 billion scam advertisements daily. These "higher risk" ads display clear signs of fraud, yet Meta reportedly earns about $7 billion annually from them and projected roughly 10% of 2024 revenue (about $16 billion) from ads tied to scams and banned goods.
Read at TheStreet
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