As Facebook (NASDAQ: FB) starts running out of real estate to place ads in its flagship app, it’s opening up more in Messenger. The company announced plans to expand its Messenger ads globally after a successful test in Australia and Thailand earlier this year.

Messenger and its 1.2 billion monthly active users present a massive opportunity for Facebook to keep growing. And considering Messenger ads will rely on the same platform as Facebook and Instagram ads, there are millions of advertisers that already have everything set up to buy into the new ad format. That will be key to continued revenue growth at Facebook.

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