Integral Ad Science (NASDAQ:IAS) on Wednesday announced the launch of new contextual category reporting for Meta Platforms (NASDAQ:META), expanding measurement reporting across Facebook and Instagram Feed and Reels.
The company said in a press release that this launch demonstrates IAS and Meta’s continued collaboration to deliver independent third-party measurement and optimization tools to support advertisers’ brand suitability and performance goals.
Meta Platforms could potentially generate over $10 billion in annual ad revenue from its WhatsApp messaging service by 2028, according to Evercore ISI analyst Mark Mahaney, assuming average advertising revenue of $6 per daily user and boost daily usage of the Updates tab to 1.7 billion users by 2028.
Also Read: Meta On The Verge Of $15 Billion Deal With Scale AI: Report
Meta reported earnings of $6.43 per share, topping analyst estimates of $5.21 per share, and total revenue increased 16%. Advertising drove revenue, with ad impressions jumping 5% and the average price per ad increasing by 10%.
Wall Street analysts, including JP Morgan, highlighted Meta’s new AI models, Andromeda and GEM, which deliver tangible improvements in advertising. Andromeda, powered by advanced hardware, has increased ad quality by 8%, while GEM has boosted ad conversions on Reels by up to 5%, as per JPMorgan analyst Doug Anmuth. The analysts continue to view Meta as the best-positioned digital ad player.
Price Action: META stock was trading higher by 0.58% to $701.29 premarket at last check Wednesday.
Read Next:
Taboola Draws Analyst Praise For Meta-Like AI, Exclusive Ad Deals, Growing Role In CTV, Display Ads
Photo via Shutterstock
“ACTIVE INVESTORS’ SECRET WEAPON” Supercharge Your Stock Market Game with the #1 “news & everything else” trading tool: Benzinga Pro – Click here to start Your 14-Day Trial Now!
Get the latest stock analysis from Benzinga?
INTEGRAL AD SCIENCE HOLDI (IAS): Free Stock Analysis Report
This article IAS Expands Tools To Help Meta Ads Perform Better On Facebook And Instagram originally appeared on Benzinga.com
© 2025 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
