Meta Updates Ad Billing Settings, Introduces Upfront Charging and Average Ad Spend Limits

Meta has rolled out changes to its ad billing settings, shifting from automatic charging to upfront billing. Advertisers will now be charged for ads at the moment of purchase, with no excess charges. Additionally, automated Advantage+ campaigns now use average ad set spend limits instead of minimum/maximum budget settings. These changes could impact campaign performance and costs, and advertisers should be aware of the new billing process to make informed decisions.

Meta Platforms Inc. has announced a significant pause in hiring within its AI division, following a substantial spending spree to acquire over 50 researchers and engineers. The hiring freeze, which went into effect last week, comes amidst a broader restructuring of the group. While some exceptions may be made, permission from Meta's chief AI officer is required. This move is part of a broader strategic overhaul aimed at accelerating the development of superintelligence systems.

The restructuring has divided the AI division into four teams: TBD Lab, FAIR, Products and Applied Research, and MSL Infra. These teams are focused on large language models, long-term research, consumer AI integration, and development infrastructure, respectively [1]. The reorganization is intended to streamline efforts and unify AGI development and product innovation under one umbrella.

Meta has been aggressively recruiting top AI talent, with high compensation packages offered to new hires. This has led to internal tensions, with existing researchers threatening resignations or seeking transfers to the new team. Despite these challenges, the company remains committed to its superintelligence ambitions, with CEO Mark Zuckerberg advocating for AI systems that can surpass human capabilities [2].

The restructuring is expected to impact Meta's expense growth. Rising costs associated with data center expansion and competitive salary offers could push 2026 expense growth above the pace of 2025. The company has already tapped PIMCO and Blue Owl Capital for support in building AI data centers in rural Louisiana [3].

Rival firms like Elon Musk’s xAI and Microsoft are reportedly also trying to attract Meta’s AI talent, further intensifying the competition in the AI talent market. Despite these challenges, Wall Street remains bullish on Meta's long-term growth potential, with analysts expecting the company to continue investing heavily in AI infrastructure and talent [4].

References:
[1] Meta plans fourth restructuring of AI efforts in six months (https://www.reuters.com/business/meta-plans-fourth-restructuring-ai-efforts-six-months-information-reports-2025-08-15/)
[2] Meta Restructures AI Group Again in Pursuit ... (https://finance.yahoo.com/news/meta-restructures-ai-group-again-163342766.html)
[3] Meta's Superintelligence Push Sparks Tension, Threats of ... (https://www.businessinsider.com/meta-ai-talent-war-superintelligence-push-tension-desertion-2025-8)
[4] Meta Platforms Inc. has announced a significant restructuring of its artificial intelligence (AI) division, restructuring its newly ... (https://www.ainvest.com/news/meta-ai-org-undergoes-major-restructuring-superintelligence-labs-2508/)