The global advertising industry has just crossed a major milestone. According to WPP Media’s This Year Next Year forecast, global advertising revenue reached $1.14 trillion in 2025, and is expected to grow a further 7.1% in 2026. Digital advertising continued to dominate the market—WPP Media estimates it accounted for 73.2% of global ad revenue in 2025.
This surge underscores the pivotal role of technology in reshaping the advertising landscape. Automation and artificial intelligence have become indispensable tools for brands aiming to optimize their marketing strategies and engage audiences more effectively. The integration of AI-driven algorithms and data analytics enables more precise targeting, personalized content delivery, and efficient budget allocation, thereby enhancing overall campaign performance.
A notable contributor here is Zubin Jivani, Software Engineering Manager at Meta. Since 2022, Jivani has led the development of innovative platforms designed to address the evolving challenges faced by advertisers and consumers in the digital age. His work exemplifies how technological advancements are being harnessed to create more effective and user-friendly advertising solutions.
Before joining Meta, Jivani worked at Expedia Group, where he led projects focused on marketing analytics and AI-powered automation. One of his most notable achievements was developing a system that saved the company over $100 million in advertising costs by optimizing ad spend across multiple platforms.
Prior to Expedia, Jivani held key roles at JP Morgan and Oracle, where he developed large-scale financial and investment management platforms. At JP Morgan, he worked on capital and risk applications used by senior risk teams, focusing on data-heavy reporting and performance improvements. At Oracle, he contributed to a wealth management platform deployed at major banks, building transaction and reporting capabilities used for investment workflows.
That background in large-scale systems—and the lessons from building products end-to-end—became especially relevant at Meta, where Jivani has focused on scaling marketing technology through AI. In particular, he led Promotional Ads (also known as “Highlight your promotions”) from inception to a global launch across Facebook and Instagram.
That realization led to the development of Promotional Ads, an AI-powered solution that has revolutionized digital marketing at scale. “Advertisers face the challenge of making campaigns effective while keeping the process simple. On the other hand, users want to see relevant offers without unnecessary noise,” Zubin Jivani explains. “We focused on bridging the gap between these two needs to create a solution that benefits everyone, and we called it Promotional Ads.”
The platform developed by Jivani’s team redefines campaign management by integrating AI-driven automation with advanced real-time analytics. Unlike conventional tools, it doesn’t just assist in campaign setup—it continuously learns and adapts, making each interaction smarter over time. What sets it apart is its ability to analyze behavioral signals at scale, dynamically adjusting ad placements and content to optimize engagement. Using sophisticated machine learning models, the system predicts user intent with exceptional accuracy, delivering hyper-personalized offers at precisely the right moment. This innovation not only enhances user experience and builds brand trust but also provides businesses with unparalleled insights into customer behavior, leading to data-driven budget allocation and maximized ROI.
One of the platform’s standout features is its ability to streamline user interactions with promotional offers. Instead of users manually searching for discounts or struggling with complex interfaces, the system automates promo code application, making the process seamless and intuitive. This user-first approach has been key to its adoption among both small businesses and global corporations.
Creating a tool that delivers results on such a scale required not only technical expertise but also a global implementation strategy. Zubin Jivani and his team adapted the platform for deployment in over 20 languages, addressing both technical and regulatory challenges worldwide. Advertisers using Promotional Ads now collectively spend over $10 million daily, and more than 25% of advertisers on Facebook and Instagram have adopted this product.
“Building the right team is half the battle. We brought together experts from data science, design, marketing, and legal to ensure every aspect of the product was considered,” Jivani says. This multidisciplinary approach allowed the team to scale effectively while avoiding common pitfalls.
The platform’s success didn’t come overnight. Zubin Jivani notes that his team conducted extensive research to understand why users abandon purchases or find ads irrelevant. “We started by asking key questions: Why do users leave carts unfulfilled? Why do brands struggle to create meaningful campaigns? The answers to these questions became the foundation for our work,” he shares.
Zubin Jivani believes that tools like Promotional Ads are only the beginning of advertising’s transformation. In his view, we are on the verge of significant changes, where AI and automation will not only enhance existing approaches but also create entirely new ways for brands and consumers to interact.
“We are entering a new era where advertising will no longer be an intrusive force in people’s lives,” Jivani reflects. “Thanks to advanced technologies, it is becoming an intelligent assistant that truly understands each user’s needs and offers genuinely relevant solutions. At the same time, businesses gain tools that not only increase sales but also help build long-term customer relationships based on real value.”
In the future, Jivani predicts that advertising personalization will reach a level where the line between an ad and a useful recommendation will nearly disappear. This will not only maximize marketing investments but also radically shift public perception of advertising—from an intrusive medium to a meaningful dialogue between brands and their audiences.
