JPMorgan is ranking near-term monetization
Anmuth said Meta’s “relative advertising strength is more evident than ever” after its third-quarter results. Meta reported revenue of $64.60 billion, up 26% year over year. Ad impressions grew 10%, while the average price per ad rose 14%, according to the company’s quarterly results. Those measures point to both more ad delivery and higher monetization per impression, rather than growth resting on a single lever.
JPMorgan reportedly estimated Meta added about $13 billion in advertising revenue, roughly twice Google Search’s incremental dollars. It expects Meta’s Family of Apps advertising revenue to exceed Google Search in the fourth quarter and beyond. That is the basis for the rotation: AI is improving ad matching, conversion and pricing in a scaled business, making returns more visible than from a product still building an audience.
Alphabet’s AI strategy is not a failure: search continues to grow and Google Cloud provides another revenue path. A recent look at Alphabet’s TPU systems reflects that broader AI case. JPMorgan’s concern is timing: search growth slowed to 12% in the third quarter from 19% in the first, despite faster query growth. The question is whether AI Mode can preserve ad economics as answers become more conversational and computing-intensive.
Amazon remains on the list through AWS
Amazon is JPMorgan’s other preferred name. Its shares closed at $266.93, up 2.94%. Reported targets are $940 for Meta, $365 for Amazon and $375 for Alphabet, according to Yahoo Finance. They are forecasts, not guaranteed outcomes.
Amazon’s case is different. JPMorgan expects AWS growth above 40% in 2027 and 2028 after 39% in the latest quarter. Cloud demand gives Amazon a direct channel to sell AI infrastructure externally. Meta must show that AI spending improves ad performance or engagement; the two picks therefore represent different paths to monetization.
Meta’s advertising gains compete with a larger spending bill
Meta’s near-term revenue momentum comes with a substantial cash requirement. Capital expenditures, including finance-lease principal payments, reached $34.91 billion in the third quarter, while operating cash flow was $32.79 billion and free cash flow was negative $2.12 billion. The company expects 2026 capital spending of $135 billion to $145 billion. Meta’s reported quarterly operating income also included a $9.89 billion legal charge, so the headline decline in operating income should not be read as a pure measure of underlying ad performance.
The investor test is whether AI-driven ad gains become large and durable enough to justify the computing build-out. The previous credit outlook analysis of Meta’s capex and cash flow set out the scale of that trade-off. A separate look at Alphabet’s AI spending and Meta’s Muse examined the competitive risk to search advertising. Both questions now sit behind JPMorgan’s change in ranking.
Amazon’s AWS outlook offers a direct external revenue path; its capital spending plans show the accompanying cash-flow test.
What to watch in Meta’s next results
JPMorgan’s choice does not mean Alphabet has lost its long-term position or that Meta’s AI investments have paid for themselves. Meta’s next results should show whether ad impressions, pricing and conversion remain strong and whether free cash flow improves.
The $940 target depends on earnings growth, not the list change. AWS must turn capacity into revenue and margins; Google must show AI search can sustain monetization. JPMorgan favors the clearest current AI return while retaining its positive Alphabet view.
