While tech giants pour staggering investments into artificial intelligence, their digital advertising businesses continue to deliver robust growth.
This week's quarterly earnings from Meta, Amazon, Alphabet, and Microsoft all demonstrated strong advertising revenue performance.
The surge in online ad sales has alleviated earlier concerns that economic turbulence—particularly trade policy volatility—would negatively impact advertising budgets.
"Digital advertising remains remarkably resilient," noted Jasmine Enberg, co-founder of creative media firm Scalable. "Market participants have largely factored economic instability into their planning—it's become the new normal."
Meta posted the fastest advertising revenue growth this quarter, with total Q3 revenue jumping 26% year-over-year to $51.24 billion. Advertising accounted for 98% of this total, marking the company's highest revenue since Q1 2024.
Amazon's advertising division grew 24% annually to $17.7 billion, outpacing its 20% growth in AWS cloud revenue. CEO Andy Jassy highlighted expansions of Amazon's demand-side platform (DSP) to third-party apps and websites during the earnings call, citing partnerships with Roku, Netflix, Spotify, and SiriusXM.
Alphabet reported $74.18 billion in total Q3 ad revenue, up 13% from $65.85 billion a year earlier. YouTube ad sales grew 15% to $10.26 billion. Microsoft's search and news advertising revenue rose 14% to $3.7 billion.
According to Emarketer's Jeremy Goldman, businesses are shifting budgets from traditional media like newspapers to digital platforms despite economic uncertainty. "The playbook now is straightforward: invest in social media, retail media, and search ads," Goldman observed.
The advertising boom extended beyond mega-cap tech firms. Reddit reported 68% sales growth in Q3, beating estimates, with daily active users reaching 116 million globally. Snap and Pinterest will report next week.
Despite bubble concerns, tech leaders signaled no plans to reduce AI spending, instead raising capital expenditure forecasts. Alphabet, Meta, Amazon, and Microsoft anticipate combined 2024 capex exceeding $380 billion—still dwarfed by OpenAI's recently announced $1 trillion data center and cloud deals with partners like Nvidia, Oracle, and Broadcom.
Investor reactions varied: while welcoming Amazon and Google's results, markets punished Meta with an 11% stock plunge after raising its capex guidance to $70-72 billion. Oppenheimer downgraded Meta, citing unclear AI monetization pathways compared to cloud-service peers.
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