Sean D. Emory
Founding Partner & CIO of Avory & Co., Avory Foundational ETF (AVRY)
Meta's Instagram and Facebook stand to gain ad dollars as Google Search erodes because attention is shifting to quasi-entertainment platforms with authentic reach at scale. That shift is already starting and should continue: more time on Meta's platforms can attract more advertisers, accelerating both sides of the flywheel. Meta Muse offers another opportunity to use the platforms' personalized insights for results involving tasks, queries and transactions. x.comÂ
Meta's Reels and feed ads convert by interrupting people as they scroll. Its ad revenue grew 26%, with impressions up 10% and price per ad up 14%. By contrast, Google's search ads grew 12%, down from 19% in Q1 and 17% in Q2, as chatbot queries grow without ad dollars following. x.comÂ
Meta's core advertising business is significantly outgrowing its biggest competitors even before factoring in the newer businesses it is building. Q3 ad revenue rose 26% year over year, versus 10.6% at Alphabet and 10.9% at Amazon. Back at 19x forward earnings, Meta is the most undervalued Magnificent Seven stock. x.com x.comÂ
A small advertising beat may not sustain Meta's stock after earnings if Muse cannot show durable use and paying customers to justify rising AI spending. Muse could monetize Meta's existing merchant base through subscriptions and more ad spend, but service costs and whether users keep paying remain unproven. Strong fourth-quarter guidance or firmer Muse usage and payment data would make the outlook more positive; September's rally alone does not establish a sell-the-news outcome. x.comÂ
Meta's AI-orchestrated ad growth makes criticism of Zuckerberg misplaced. The business is growing in the upper 20s, versus 12% for Google Search. x.comÂ
Muse puts Meta in an amazing position because it will harvest more useful user data, letting Meta build better Instagram and Facebook algorithms that show more organic content, which drives more engagement and eventually higher earnings. x.comÂ
Meta's hundreds-of-gigawatts compute ambition looks hard to justify against the revenue a much smaller build might support. If Anthropic can generate over $70B in annualized revenue on 3GW or less, including training, hundreds of gigawatts is not a serious figure. Earlier Muse monetization than in past product cycles also makes little sense without direct integration into ad recommendations or an immediate shift in user behavior. x.comÂ
Meta's advertising is less vulnerable to AI agents and LLMs because users must scroll Instagram themselves. AI may even give them more time to do so, while Meta retains other mega-caps' AI tailwinds; it remains the best AI stock. CapEx is still a problem. As @diyinvestor1 noted, Meta also has no exposure to OpenAI or Anthropic. x.com x.com x.comÂ
Meta's established consumer distribution could give Muse an advantage in bringing AI agents to everyday users. The stock looks increasingly constructive heading into tomorrow's earnings. Muse has 10 million downloads, while Meta's apps reach billions and its ad network connects millions of businesses. If agents become a consumer interface for discovery and transactions, the economics could extend into commerce, advertising and business services. x.comÂ
Meta's expected $700 billion share raise would dilute investors while a non-voting class preserves Zuckerberg's control. With AI bond financing effectively closed, that is how it plans to fund its needs. X's growing ad inventory should lower ad prices enough to pull small advertisers' budgets away from Meta. x.com x.com x.comÂ
Meta's data edge and poaching of top talent support its in-house AI development against rivals buying projects to integrate. Only Google matches its data; Anthropic and OpenAI cannot really compete without funding. Meta is taking some of Google's ad share, which should reduce Google's free cash flow. x.comÂ
