Meta has reported a bumper first quarter in which its average price per ad is up 12 per cent, year on year, and its net income is up 61 per cent, largely due to Donald Trump’s largess to big corporates.
In the first three months of 2026, Meta’s advertising revenue soared by 33 per cent to $55 billion and net income was up 61 per cent to $26.8 billion.
A significant chunk of its net income was down to an $8 billion tax benefit through Trump’s ‘One Big Beautiful Bill Act’, which partially offsets the $15.9 billion non-cash tax charge Meta recorded in the third quarter of 2025.
In Australia, Meta pays $61 million in tax after siphoning 87 per cent of the revenue it makes from Australian advertisers into tax havens overseas.
The more interesting figure for adland is that Meta’s average price per ad lifted by 12 per cent when compared to the same period in 2025. Daily active users declined slightly, while ad impressions increased by 19 per cent. In other words, more ad impressions served to fewer people at a higher average cost.
It’s little wonder that Meta is on track to usurp Google on advertising revenue.
In spite of recent redundancies, Meta’s global headcount was up by 1 per cent compared to the same quarter in 2025.
Met is investing heavily in AI tech; its costs and expenses were $33.4 billion, an increase of 35 per cent year-over-year.
This includes investments in how AI technology helps brands connect with audiences, called Meta AI connectors, which launched this week.
“Our AI investments are increasingly translating into real outcomes for businesses in Australia and New Zealand, driving meaningful growth for our partners and our business,” Meta ANZ managing director Will Easton said.
“We’ve rolled out advanced tools this quarter, including Muse Spark, our most advanced AI model to date, and Meta AI for Business, giving businesses smarter ways to manage campaigns, optimise ads, and engage with customers.
“With the upcoming open beta of Meta ads AI connectors, ANZ advertisers will be able to connect their Meta account directly to any AI agent for campaign analysis and optimisation.
“AI is transforming what’s possible, and we’re committed to ensuring businesses of all sizes across ANZ have the tools to make the most of this opportunity.”
