IAS Expands Tools To Help Meta Ads Perform Better On Facebook And Instagram

Benzinga·06/18/2025 10:06:38

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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.

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