Remember The Social Network? A billion dollars was the cool number.

Meta just booked $64.6B in one quarter.

Inflation, Meta edition: Meta’s Q3 results show ad prices outpacing ad volume, year over year:

• Revenue: $64.6B, up 26%
• Average price per ad: up 14%
• Ad impressions: up 10%
• Daily active people: 3.64B, up 3%

Meta expects $73B to $76B in Q4 revenue. We’d budget for pricier holiday auctions.

…and bots may also think about budgets: Muse, Meta’s AI agent app, browses stores and buys things once users approve.

Meta told investors Muse passed 10M users, with shopping being its top use. Over a quarter of engaged shoppers average $200+ per order. Whoa.

Age-appropriate creative, literally: Meta’s Marketing API now lets ad tools tag each creative with the age range and gender it suits best.

One ad set can aim a retirement-planning video at ages 50 to 65 and a savings video at all ages.

The glow-up you didn’t order: Buyers told Adweek Meta’s AI edits their ads without asking, adding sitelinks and AI images.

A reminder that from Oct 30, Meta’s updated terms make you “solely responsible” for whatever its AI features create or change, even ones Meta switches on.

Audit the Advantage+ settings behind these edits, collapsed menus included.

Less cool: A New Mexico judge ordered Meta to pay $25B after a jury found Facebook misled users about control over their data. Meta says it will appeal.

Separately, Q3 costs include a $9.89B charge for Meta’s teen mental health settlement with 52 attorneys general.

Still, $64.6B a quarter buys plenty of lawyers right?