Meta reported a 25% revenue growth in Q4 of 2025, driven by a surge in ad impressions and prices. The company generated a total revenue of $200.97 billion for the year, with $196.2 billion coming from advertising. This reflects a 22% increase year-over-year. Notably, ad impressions across Meta's platforms rose by 18% in the fourth quarter, primarily due to user growth and engagement, rather than just an increase in ad load. The average price per ad climbed by 6% during the same period, fueled by higher demand from advertisers and improved ad performance. Meta's increasing reliance on AI to enhance its advertising model is significant. CEO Mark Zuckerberg highlighted the company's vision for AI to personalize content for users, improving how ads connect with potential customers. While Meta's net income grew by 9% in Q4, it saw a slight decline of 3% over the full year, with profit margins falling from 42% to 41%. Looking ahead, Meta expects expenses for 2026 to range between $162 billion and $169 billion, driven by investments in infrastructure and talent. The article places Meta's results within the broader context of big tech's dominance in global advertising spending. With 3.58 billion daily users, Meta's reach is unmatched, making it a key player in the advertising landscape. The company’s ability to harness AI for monetization is positioning it as a leader in this space, with implications for how advertising strategies will evolve in the future.