Meta announced on its Q3 2026 earnings call that ads run with creators surged 97% year over year, pushing the business to a $15 billion annual run rate. The growth is driven by almost 10 million advertisers using Meta’s generative AI creative tools, underscoring rapid adoption among marketers.
What happened
Meta’s partnership ads, campaigns that pair advertisers with creators, grew more than 97% year over year and now generate a $15 billion annual revenue run rate, CFO Susan Li told analysts on the third-quarter 2026 earnings call. The company also disclosed that nearly 10 million advertisers used at least one of its generative AI creative tools in the quarter. In the same period, over 10 million people in the United States and Canada set up Meta’s Muse personal agents, which Meta plans to monetize by taking a fee on transactions the assistant helps complete.
Why it matters
The surge shows that marketers are quickly embracing AI-enabled creative solutions to produce scalable, high-performing ads. Meta reported a 14% rise in the global average price per ad and a 10% lift in ad impressions, indicating that higher-priced inventory is being sold at a faster pace. While impression growth was the slowest in five quarters, the strong price gains suggest advertisers are willing to pay more for creator-style ads that drive engagement. The shift also diversifies Meta’s revenue beyond traditional feed ads, tapping the creator economy and a new commerce-focused assistant.
What this means for marketers
Marketers can tap Meta’s generative tools to generate creator-style ads at scale, cutting production time and cost. Using AI-generated visuals and copy can improve ad relevance, which aligns with Meta’s reported price-per-ad uplift. Brands looking to boost ROI should experiment with Meta’s tools and consider pairing campaigns with creators to access the $15 bn creator-ad market. Agencies that add AI-enhanced creative services can capture a share of the growing demand. Additionally, the upcoming Muse fee model hints that future campaigns may incorporate shoppable assistant interactions, creating new conversion pathways.
"In Q3, the total number of ad impressions served across our services increased 10%" Susan Li, CFO
The bottom line
Meta’s creator-focused ad business is exploding, with a 97% year-over-year lift and a $15 bn run rate. The rapid uptake of Meta’s generative tools by nearly 10 million advertisers signals a shift toward AI-driven creative production. Marketers that adopt these tools now can benefit from higher ad prices, better performance, and access to a booming creator-ad ecosystem.
Sources
- 1.ppc.land
