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Meta to earn $240bn from advertising in 2026 outpacing global social media ad growth

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WARC
  • Meta’s AI-orientated CapEx is growing fast, but worrying investors
  • Facebook remains the largest Meta platform by ad revenue
  • Over 3.5bn people worldwide use one of its apps every day
  • AI is helping campaigns on Meta to become more efficient
  • Instagram and Facebook outperform as a driver of brand awareness

WARC Media’s Platform Insights: Meta

13 May 2026 – In recent years, Meta has transformed its proposition to advertisers through AI-driven automation, leading its advertising business to grow a forecasted 22.3% to $240bn this year, according to WARC Media.

Serving ads across its mass reach ‘family of apps’ remains the foundation of its monetisation strategy. Its fast-growing ad business funds an aggressive AI innovation programme – which, in turn, fuels the flywheel through further increases in ad revenue.

WARC Media’s latest Platform Insights report explores Meta’s hyper-efficient advertising business, evaluates usage across its apps, and assesses the performance of campaigns on Meta.

Alex Brownsell, Head of Content, WARC Media, and co-author of the report, said: “Meta’s flywheel is spinning faster than ever. The company’s AI-driven automation is transforming how brands connect with audiences, driving rapid growth in advertising spend with Facebook and Instagram. This is enabling further record-breaking levels of investment in AI innovation.

“Yet investors appear concerned that the flywheel is at risk of spinning out of control, in light of

plateauing user growth and mounting pressure to better monetise existing audiences. In this report, we explore the latest evidence-based insights to better understand Meta’s ad model and consider what might come next.”

Investment: WARC forecasts Meta’s advertising business to grow 22.3% to $240bn in 2026

In 2025, Meta’s ad business grew 22% to $196bn. It is expected to grow a further 22.3% to reach $240bn this year, according to WARC Media forecasts, with a more modest growth of 12.1% anticipated for 2027.

Prior to 2023, Meta’s annual ad revenue growth had lagged the total global social media market, and its share of total social spend was in decline. Following sizeable AI investments post-pandemic, it is

now focused on optimising monetisation efficiency rather than simply increasing overall ad load. By deploying unified AI and automated campaign tools, it aims to enhance advertiser conversions and increase ad revenue without degrading user experience.

Facebook is forecast to account for 60% of Meta’s ad revenue in 2026, compared with 40% for Instagram. A unified AI architecture is helping to maintain double-digital growth across both platforms.

In its latest earnings call, Meta announced a $125bn-$145bn increase in annual capital expenditure on AI, funded almost exclusively through its ad business. This relative lack of revenue diversification compared with Alphabet and Amazon is proving a concern for investors, resulting in a 10% drop in the company’s stock.

The US is Meta’s largest market for ad investment (42.2% share on Facebook and 40.5% on Instagram) followed by the UK (4.0% on each platform) and Australia (1.7% and 2.1% respectively), according to WARC Media and Omdia data. However, more than half (55%) of global marketers plan to boost investment in Instagram this year, versus only 25% for Facebook, according to WARC’s annual Voice of the Marketer survey.

Consumption: Over 3.5bn people worldwide use at least one Meta app every day

Meta reports that over 3.5 billion people worldwide use at least one of its apps every day, although restrictions in Russia and Iran caused its first ever decline in total daily active users in Q1 this year.

Facebook’s scale means the age profile of its audience tallies with the total internet population, while Instagram skews younger. Millennials and GenX make up more than 70% of wealthy global Facebook and Instagram users, per analysis by Ipsos.

Latin America, followed by Sub-Saharan Africa, leads in high-net-worth individual (HNWI) engagement on Facebook and Instagram—yet generates far less revenue per user than North America and Europe. Meta is now unlocking this monetisation opportunity through strategic expansions, including rolling out Threads ads in Brazil, seen as a key market.

Short-form video is becoming the content default across Meta. Its vertical video format Reels accounts for 45% of all engagement on Instagram, and 29% on Facebook – with time spent watching video content on Facebook globally up 8% quarter-on-quarter.

Meta heavily invests in LLMs to develop a “deeper intuition about user interests” to help with ad targeting.

Performance: AI is helping Meta campaigns to become more efficient; cost-per-purchase has improved by 4.5% year-on-year

Meta’s advanced AI capabilities are transforming campaign performance across its platforms. The company’s Q4 2025 model rollout drove a 24% increase in incremental conversions through improved attribution, while analysis by Fospha found that its cost-per-purchase (CPP) has improved by 4.5% year-on-year. Brands using Advantage+ have seen a 41% higher blended ROAS and 17% lower new customer acquisition cost versus those running manual campaigns.

Partnership Ads are emerging as a game-changer, with 71% of consumers making purchases within days of seeing creator content across Meta’s apps.

Kantar analysis found that an average campaign allocates 4% of budget to Instagram and 5% to Facebook – but that both platforms deliver relatively higher shares of brand awareness, association and motivation to buy.

Instagram ranks as global marketers’ second most preferred media brand after YouTube, and more than 40% of marketers globally believe that Instagram is among the top four platforms that deliver the highest attention. Both Instagram and Facebook feature advertising that consuers perceive to be “fun” and “entertaining”.

Tech

OPPO Find X10 Series to Launch Globally on October 21 with Next-Generation True-to-Life Imaging

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OPPO

SHENZHEN, CHINA – Media OutReach Newswire – 8 October 2026 – OPPO today announced that its latest flagship smartphones, OPPO Find X10 Series, will make their global debut on October 21 in Mallorca, Spain. Built to be a “Hasselblad True-to-Life Camera”, the new series combines industry-leading camera hardware with the next-generation LUMO True Image Engine, marking a new chapter in OPPO’s pursuit of true-to-life imaging.

 




  

“Find X Series reflects our relentless pursuit of exceptional mobile imaging,” said Pete Lau, SVP and Chief Product Officer at OPPO. “Together with Hasselblad, we are taking another significant step forward with Find X10 Series, bringing true-to-life detail, color and tone to everyday photography. Simply open the camera and capture the moment as you see it, with no extra settings required.”

Find X10 Series carries forward the Find X Series’ minimalist design language with premium materials and thoughtfully crafted details. Its all-new Borderless Design features One-Piece Sculpted Glass that flows seamlessly into the camera module, softening the visual impact of the camera bump for a clean, cohesive look.

Find X10 Pro Max in Luna White draws design inspiration from classic cameras. Its LUMO Camera Island features a matte silver metallic finish and houses the new-generation True Color Camera and dual-flash system, complemented by knurled detailing and Hasselblad’s signature matte orange accent ring. Across the back, smooth matte glass meets a subtle fabric-inspired pattern in a distinctive two-tone finish.

Find X10 will be available in Glacier Blue, Glow Coral and Mist Grey, while Find X10 Pro Max will come in Titanium Grey and Luna White.

The series pairs this refined design with a major leap in imaging hardware. Find X10 features a category-first Dual 200MP Camera System co-developed with Hasselblad. Find X10 Pro Max goes even further with the industry’s first Triple 200MP Camera System, bringing 200MP sensors to the ultra-wide, main and telephoto cameras for the first time on a smartphone.

Making the most of its camera hardware is OPPO’s next-generation computational photography solution, LUMO True Image Engine. It combines OPPO’s imaging expertise with the natural tone rendering of Master Mode, supported by precise color information captured by the True Color Camera. LUMO True Image Engine delivers authentic detail, accurate color and natural tone. From nuanced skin tones and fine textures to the natural contrast of a scene, images stay true to the moment as you remember it.

Find X10 Series also brings a major upgrade to videography. On Find X10 Pro Max, all three rear cameras support 4K 120fps and 8K 30fps video recording, while Find X10 brings the same capabilities to its two 200MP cameras. Find X10 Series also introduces Open Gate Capture, using the sensor’s full imaging area to capture more of the scene and give creators greater freedom to crop and reframe the same footage for landscape, portrait and other formats in post-production.

Powering Find X10 Series are flagship MediaTek chipsets. Find X10 runs on MediaTek Dimensity 9600M, while Find X10 Pro Max is among the first smartphones to feature the 2nm MediaTek Dimensity 9600 Pro, delivering a major leap in both performance and power efficiency.

Both models feature an 8,000mAh OPPO Silicon-Carbon Battery¹, delivering up to two days of typical use on a single charge. Designed for long-term durability, the battery is also engineered to retain over 80% of its original capacity after five years of typical use.²

Find X10 Series also features the latest ColorOS 17, bringing a fresh look and smarter everyday experiences. Its new Living Flow Design combines refined visuals with fluid interactions, while AI Mind Pilot with Agent Mode connects agentic AI with files and photos on the phone, helping users complete complex tasks with a single prompt.

OPPO will reveal full specifications, pricing and availability, alongside more of the series’ latest innovations, at the global launch in Mallorca on October 21.

¹ Battery capacity may vary by market. Find X10 and Find X10 Pro Max feature a 7,150mAh battery in selected markets.
² Data from OPPO Lab. Actual battery health may vary depending on settings, usage and environmental conditions.
 




 

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Huawei and Qualcomm Announce Broad Patent License Agreement

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patent

SHENZHEN, CHINA – Media OutReach Newswire – 5 October 2026 – Huawei and Qualcomm today announced a multi-year, broad patent license agreement that includes cross licenses to the companies’ patent portfolios across a range of technology fields, including 5G, compute, AI, and networking, together with Qualcomm’s purchase of certain Huawei U.S. patents in the areas of compute, AI, networking, and other technologies. This transaction will close following receipt of the necessary regulatory approvals. The agreement reflects the companies’ shared commitment to intellectual property rights and to licensing practices consistent with fair, reasonable and non-discriminatory (FRAND) principles.

 




 “Huawei’s decades of sustained investment in fundamental R&D have driven innovation and progress in mobile communications and other technology fields. Huawei’s broad contributions to the 4G/5G standards, such as the near-physical-limit signal transmission technology using polar codes, have established Huawei’s leadership in the mobile communications industry, and continuously transformed the way people communicate and live,” said Alan Fan, Huawei’s Chief Intellectual Property Officer. “This agreement not only demonstrates the value of Huawei’s innovations, but also recognizes Qualcomm’s foundational contributions to modern communication technologies.”

“Qualcomm has invested in foundational wireless technologies that have enabled successive generations of mobile innovation and earned broad recognition across the global wireless industry. This agreement reaffirms industry recognition of Qualcomm’s 5G technology leadership and the success of Qualcomm’s 5G SEP licensing program,” said John Han, Executive Vice President and General Manager of Qualcomm Technology Licensing. “This agreement likewise reflects Qualcomm’s recognition of Huawei’s continued innovation and intellectual property in 5G and other technology fields.”

About Qualcomm
Qualcomm is a global computing leader at the center of the AI era, enabling intelligence to scale from the most personal devices to large‑scale infrastructure. Building on more than four decades of innovation, we develop platforms and solutions that bring together advanced AI, high‑performance low power computing, and industry‑leading connectivity—powering products and services used around the world. At Qualcomm, we are engineering human progress.

Qualcomm Incorporated includes our licensing business, QTL, and the vast majority of our patent portfolio. Qualcomm Technologies, Inc., a subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of our engineering and research and development functions and substantially all of our products and services businesses, including our QCT semiconductor business. Snapdragon and Qualcomm branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Qualcomm patents are licensed by Qualcomm Incorporated. Qualcomm, Snapdragon, Qualcomm Dragonwing and Qualcomm Dragonfly are trademarks or registered trademarks of Qualcomm Incorporated.
 
 




 

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Huawei Launches the HUAWEI Mate 90 Series, Equipped with the Flagship Tau Chipset Across the Entire Series

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Huawei

SHANGHAI, CHINA – Media OutReach Newswire – 1 October 2026 – Huawei today officially launched its next-generation flagship HUAWEI Mate 90 Series, featuring the powerful LogicFolding Tau Chip, the Kirin 9050 Pro. Packed with breakthrough innovations, including the XMAGE True-to-Color Portrait Camera, the Second-generation Linglong Display, full-body Kunlun Xuanwu architecture, and the HUAWEI XMAGE Z10 Modular Camera, the series sets a new benchmark for mobile technology.

 




 Richard Yu, Executive Director of Huawei, Director of the Investment Review Board, and Chairman of the Huawei Consumer BG, stated: “The HUAWEI Mate 90 Series is equipped with the flagship Tau chipset across the entire series. Through vertical integration of hardware, software, chips, and cloud, we have achieved a comprehensive evolution in design, performance, imaging, reliability, and smart user experience. Today, we step into a new era of brilliance.”

Between 2007 and the end of 2025, Huawei invested a total of CNY1.8 trillion into R&D. Today’s product breakthroughs are the direct result of long-term R&D investment and a foundation of core technology. Huawei is turning foundational advancements in Kirin, HarmonyOS, and beyond into tangible product experiences that consumers can truly feel.

Meticulously Crafted, Radiant at First Sight

The HUAWEI Mate 90 Series introduces a refined, seamless design, pairing a glossy mid-frame with a matte metal rear cover.

In terms of durability, the Mate 90 Pro and higher models are built on the full-body Kunlun Xuanwu architecture. The camera cover introduces the industry’s first Optical Kunlun Glass, delivering 20x better drop resistance, while the front display is protected by 3rd-gen Kunlun Glass, offering a 50% improvement in impact resistance. The Pro Max Premium Edition and RS ULTIMATE DESIGN go further with upgraded Xuanwu Kunlun Glass, cutting reflections by 70% and boosting scratch resistance by 16x. The entire lineup supports IP68 dust and water resistance up to 6 meters alongside IP69 resistance against high-temperature, high-pressure water jets.

Powered by LogicFolding Tau Chip: A Massive Leap in Performance

At the heart of the HUAWEI Mate 90 Pro Max is the LogicFolding Tau Chip, built on an innovative architecture that drastically compresses critical path latency to enable 5 million signal transmission bonds and an impressive 125 TB/s inter-die bandwidth. The Pro Max Premium Edition and RS ULTIMATE DESIGN are powered by the Kirin 9050 Pro chip, delivering a 31% increase in overall performance. Meanwhile, the Pro model’s Kirin 9035 chip brings a 20% performance boost, and the standard edition’s Kirin 9030 chip offers a 27% gain in performance.

Vertically integrated with HarmonyOS 7 across hardware, software, chips, and the cloud, the Kirin 9050 Pro CPU supports hyper-threading technology for effortless, ultra-smooth operations. Mobile gaming also reaches new heights with hardware-accelerated ray tracing, capable of rendering up to 55 million rays per second.

Second-Generation Linglong Display: A Screen That Truly Stands Out

The HUAWEI Mate 90 Pro introduces the second-generation Linglong Display, reaching an unprecedented peak brightness of 12,000 nits at 1% APL. Built on an enhanced Tandem OLED Architecture, panel lifespan is extended by 138%. The HUAWEI Mate 90 Pro Max and RS ULTIMATE DESIGN debut the Full-color Linglong Display. Leveraging its 12,000-nit ultra-high brightness and full BT.2020 end-to-end color management, over 60 mainstream apps can now upsample P3 content to vibrant, full-color BT.2020 quality. Eye care technology also receives a major upgrade, featuring industry-first ambient light detection and a 1-nit ultra-low brightness eye-comfort mode for a seamless, strain-free viewing experience.

Breakthrough Connectivity & Reliable Outdoor Utility

Connectivity gets a total overhaul. The industry-first Wi-Fi and cellular converged antenna architecture boosts signal gain by 2 dB. The entire lineup supports eSIM, with the Pro Max pioneering four-SIM, three-standby functionality. With multi-device communication sharing, photo and video upload speeds are boosted by up to 40% in congested environments like crowded concerts or remote outdoor areas.

XMAGE True-to-Color Portrait

The entire series comes equipped with True-to-Color Camera 3.0, featuring full-focal-length infrared optical coating for the first time, which advances overall color accuracy by 37% and skin-tone accuracy by 62%. The updated XMAGE True-to-Color Portrait engine introduces four versatile shooting modes: Portrait original, Soft light portrait, Dazzling fireworks, and Starburst, delivering striking, authentic portraits that speak directly to the heart.

The Pro Max features a powerful 18 EV ultra-HDR main camera, a large-sensor 200 MP RYYB telephoto camera, and CIPA 7.5-rated hardware image stabilization, guaranteeing crisp, steady shots even beyond 20x zoom. The lineup also introduces a dedicated live-streaming optimization mode, making it an ideal companion for content creators.

Additionally, the HUAWEI XMAGE Z10 Modular Camera features a 1-inch large sensor, 24–240 mm continuous optical zoom, and a maximum aperture of f/2.0 to f/4.5, providing pristine, studio-quality imagery across every focal length.

HarmonyOS AI: Smarter, Proactive, and Seamless

Powered by the 30B MoE full-modal on-device foundation model on the Pro Max and higher models, next-generation AI features come to life. Celia Memories seamlessly syncs and organizes content from over 50 mainstream apps, while the Celia navigation bar proactively suggests over 30 context-aware actions based on on-screen content. For everyday tasks, Celia Call 2.0 handles automated call answering, call summaries, and real-time translation, while the Celia Gallery Assistant enables intuitive voice- or text-driven photo editing and instant video generation. Furthermore, HarmonyOS Interconnect brings distance-free remote Huawei Share and allows one-tap sharing to multiple HarmonyOS devices simultaneously.

Committed to taking the harder but right path, Huawei provides users and developers with a powerful alternative in HarmonyOS. Today, HarmonyOS 6 and HarmonyOS 7 power over 90 million devices, including smartphones, PCs, and tablets, and are on track to pass the 100 million mark by the end of this year. At the same time, Huawei’s global registered developer community has grown to over 11 million.

ULTIMATE DESIGN: See the Extraordinary

The HUAWEI Mate 90 RS ULTIMATE DESIGN evolves the iconic Star Diamond camera module aesthetic and debuts Dynamic Lenticular Kunlun Glass, elevating high-durability materials into an expression of premium design. The rear cover showcases an all-new Ascending Texture available in Red, White, and Black. Under the hood, it packs the Kirin 9050 Pro chip, Full-color Linglong Display, Tiantong Satellite Communications, BeiDou Satellite Messaging, four-SIM three-standby, and the advanced True-to-Color Camera 3.0 with an 18 EV ultra-HDR main camera, delivering ultimate design, technology, imaging, and experience.

The series starts at CNY5,999 for the HUAWEI Mate 90, CNY6,999 for the HUAWEI Mate 90 Pro, CNY9,499 for the HUAWEI Mate 90 Pro Max, and CNY12,999 for the HUAWEI Mate 90 RS ULTIMATE DESIGN.
 




 

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