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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”.

Business

Nigeria’s Population Boom is Changing the Data Center Investment Story

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African Energy Chamber

Investors backing Nigeria’s fast-growing data center sector are betting not just on today’s demand, but on the emergence of one of the world’s largest digital economies over the next three decades

CAPE TOWN, South Africa, June 3, 2026/APO Group/ –Nigeria’s data center expansion is increasingly being framed as a technology story. But at its core, it is a demographics story. Africa’s largest economy is already home to more than 240 million people, and U.N. projections indicate the country could surpass 400 million by 2050, making it the world’s third most populous nation after India and China.

 

What makes that trajectory especially significant for investors is not just population size, but the age and digital profile of that population. Nigeria remains one of the youngest countries globally, with a median age of around 18, while internet penetration has surpassed 50%, creating a rapidly expanding base of mobile-first consumers entering the digital economy each year.

 

This dynamic is fundamentally reshaping the long-term case for digital infrastructure investment. Investors are positioning for what Nigeria could become over the next two decades: one of the world’s largest digital populations, with rising demand for cloud computing, AI-enabled services, fintech platforms, streaming content, enterprise software and sovereign data storage.

This shift is already shaping how the industry is thinking about digital infrastructure across the continent. At African Energy Week 2026 – the continent’s premier energy event – the introduction of an AI and Data Center track – Renegade Intel – reflects growing recognition that data infrastructure is becoming as critical as energy infrastructure to Africa’s economic future. In markets like Nigeria, where population growth is rapidly translating into digital demand, that intersection is now central to long-term investment planning.

Nigeria’s data center market, valued at roughly $288 million in 2025, is projected to surpass $1 billion by 2031, with operators rapidly expanding colocation and cloud capacity in Lagos and other urban hubs. Major players including Equinix, MTN, Rack Center and Open Access Data Centers are scaling infrastructure to capture what they see as long-term structural growth rather than a short-term market cycle.

In 2025, MTN announced a more than $240 million investment into a new Lagos data facility designed to support AI and cloud demand, underscoring how operators are preparing for far larger digital workloads in the years ahead. Recent reports suggest nearly $1 billion in broader data center investments flowing into Nigeria as companies race to expand cloud and AI infrastructure capacity.

 

Data centers are becoming critical infrastructure for Africa’s economic future, but none of this growth happens without energy

Much of that optimism rests on the belief that Nigeria’s digital consumption curve is still in its early stages. Fintech adoption continues to accelerate across the country, streaming platforms are expanding local content distribution, and enterprise cloud migration remains relatively underpenetrated compared to more mature markets. At the same time, artificial intelligence is expected to dramatically increase computing and storage requirements globally, creating additional incentives to localize infrastructure closer to end users.

 

For Nigeria, data localization and sovereign storage are becoming increasingly strategic as governments and businesses seek greater control over where critical information is processed and stored. Building data centers locally is now seen as essential for data control, security and long-term economic growth.

 

Still, the opportunity comes with its challenges. Reliable electricity supply remains one of the biggest constraints on large-scale data center expansion in Nigeria, where operators often rely heavily on backup generation and hybrid power systems. Connectivity improvements, regulatory clarity and long-term energy availability will all play a critical role in determining how quickly infrastructure deployment can scale.

 

“Data centers are becoming critical infrastructure for Africa’s economic future, but none of this growth happens without energy,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “Countries like Nigeria are seeing rising demand because of demographics, connectivity and digital adoption, but investors also need confidence that long-term power supply can support that expansion.”

 

Nigeria’s population growth alone does not guarantee digital infrastructure success. But when combined with rising internet penetration, fintech adoption, cloud usage and AI-driven computing demand, it creates a scale opportunity few emerging markets can match. Investors are looking beyond today’s market to the scale Nigeria’s digital economy could reach.

Distributed by APO Group on behalf of African Energy Chamber.

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Business

ThinkMarkets launches ChelseaAI, bringing live CFD trading into Artificial Intelligence (AI) assistants

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ThinkMarkets

Traders can check positions, place orders and manage risk through a conversation with Claude or any other MCP-compatible AI assistant, without leaving the tools they already use

LONDON, United Kingdom, June 2, 2026/APO Group/ –ThinkMarkets (www.ThinkMarkets.com) today launches ChelseaAI, a product that connects a live ThinkTrader account directly to an AI assistant. Ask your AI to check your positions, place a trade, analyze current market conditions, or move a stop-loss. It does it. No separate login. No switching apps.

ChelseaAI works through the Model Context Protocol (MCP), an open standard that lets AI assistants connect securely to external services. It works with any MCP-supported assistant. ThinkMarkets recommends Claude, developed by Anthropic, but traders can connect via other popular platforms, such as Grok and ChatGPT.

ChelseaAI is an interface, not an adviser. It executes what the trader instructs. It does not provide recommendations, signals, or investment advice of any kind. The world of trading is evolving from the user interface and charting libraries; the agentic trading revolution will allow users to move beyond interfaces and focus on the underlying product offering.

Control and security

We put a lot of work into the permission model and the funds boundary, not because we had to, but because a product like this only works if people genuinely trust it

Clients choose their permission level before connecting. Read-only gives the AI access to market data, positions, balances, and trading history. Full access adds the ability to place, modify, and close orders. Either level can be changed or revoked instantly from within ThinkTrader.

One limit holds regardless of permission level: ChelseaAI has no access to funds. Deposits, withdrawals, and transfers are excluded from the integration entirely, by design. Every action is recorded in an in-platform audit log that the AI cannot read or alter. Sessions expire after seven days or 24 hours of inactivity.

Quotes

“Our clients are already running AI assistants as part of how they trade. ChelseaAI means their ThinkMarkets account is in that conversation too. We put a lot of work into the permission model and the funds boundary, not because we had to, but because a product like this only works if people genuinely trust it.”

— Nauman Anees, Co-Founder and CEO, ThinkMarkets

Availability

ChelseaAI is available to ThinkTrader account holders from 2nd June 2026 via ThinkTrader (https://apo-opa.co/4dYrSQ7), with support for both live and demo accounts. Available exclusively on ThinkTrader. The integration covers 26 tools across market data, position management, order execution, and account information. Setup takes under two minutes. Full documentation is at www.ThinkMarkets.com.

Distributed by APO Group on behalf of ThinkMarkets.

 

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PayAngel Expands Global Payout Capabilities Through Collaboration with Visa and Currencycloud

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PayAngel

The collaboration enables PayAngel to support faster, more efficient cross border payouts across multiple currencies and countries

LONDON, United Kingdom, June 1, 2026/APO Group/ –PayAngel (https://PayAngel.com), a cross-border payments platform built by migrants and shaped by a lived understanding of the migrant journey, today announced an expanded collaboration with Visa, a world leader in digital payments. Leveraging Currencycloud, a Visa Direct solution, PayAngel will strengthen its multicurrency account and international payout capabilities.

 

The collaboration enables PayAngel to support faster, more efficient cross border payouts across multiple currencies and countries, enhancing how individuals and businesses move money internationally. This capability supports everyday use cases that matter to PayAngel’s customers, from contributing to family milestones and fulfilling communal obligations, to supporting businesses that operate across borders.

It’s fantastic to be collaborating with fintechs such as PayAngel, to help supercharge innovation that improves how money moves for consumers and businesses worldwide

Born out of a desire to challenge the high costs, friction, and lack of transparency that have long defined traditional remittances, PayAngel enables fee free transfers, competitive FX rates, and dependable settlement across 22 African countries, as well as India and Bangladesh. The platform also supports businesses through a web based B2B payments portal that enables collections, disbursements, and cross border settlement without the need for local presence or complex integrations.

By utilising Currencycloud’s regulated infrastructure, PayAngel is able to streamline settlement flows, improve operational efficiency, and expand its ability to serve customers with clarity, control, and confidence. The collaboration aligns with PayAngel’s long term strategy to scale responsibly, deepen trust, and invest in resilient global payments infrastructure.

“Access to dependable, well governed payment rails is essential to supporting globally connected communities,” said Jones Amegbor, CEO at PayAngel. “This collaboration strengthens the infrastructure behind our platform, helping us deliver faster and more efficient cross border payments while staying focused on the human connections those payments represent.”

“Visa Direct is focused on enabling secure, seamless money movement across the global payments ecosystem,” said Philip Konopik, SVP, Head of CMS, Visa Europe. “It’s fantastic to be collaborating with fintechs such as PayAngel, to help supercharge innovation that improves how money moves for consumers and businesses worldwide.”

Distributed by APO Group on behalf of PayAngel.

 

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