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Mark Zuckerberg, chief executive officer of Meta Platforms Inc., speaks during the virtual Meta Connect event in New York, US, on Tuesday, Oct. 11, 2022.

Michael Nagle | Bloomberg | Getty Images

Over the weekend, Alex Gorlick experienced what he called the worst Facebook glitch he’s seen in the decade he’s worked in digital advertising.

Gorlick, the CEO of marketing agency Intensify, checked in on one of his client’s accounts on Sunday, and noticed that it had spent 90% of its daily Facebook ad budget by 9 a.m. That meant it had only 10% left for the remaining 15 hours of the day.

He then found that the problem was widespread, spanning his entire customer base. Gorlick said that all those advertisers had essentially just wasted most of their money for the day, spending roughly triple the amount they normally would to acquire a customer.

“The results were horrendous,” Gorlick told CNBC. “It’s the biggest malfunction I’ve ever seen on Facebook ads.”

For brands that are already lowering ad costs to manage through a sluggish economy and a mobile ad market that no longer allows for targeting based on user data, Facebook’s miscue is more than just an unfortunate blip. In low-margin industries, where every dollar counts, it can turn a profitable weekend into a big loser, while also raising further questions about the reliability of Facebook’s ad systems.

A spokesperson for Facebook parent Meta acknowledged there was an ad glitch but declined to provide details or an explanation as to why it happened.

“A technical issue that has now been resolved caused ad delivery issues for some advertisers,” the spokesperson said.

How Facebook ad auctions work

In a typical Facebook online ad auction, a company can allocate a certain amount of money to run ads on the social media service over the course of a day to maximize how many eyeballs see the promotion. It appears that on Sunday the Facebook ad system bundled many more ads than normal into the morning hours, resulting in a highly inefficient day.

Data analytics and marketing firm Varos provided data showing that, of the more than 3,000 ecommerce and direct-to-consumer companies that use its technology, the software bug caused a majority of them to experience a rise in cost per thousand impressions, or what those in the industry call CPMs.

About 36% of companies were “very significantly impacted” by the bug, meaning their CPMs at least doubled, Varos said. Varos CEO Yarden Shaked said another third of companies experienced “significant increases but not like bonkers.”

Shaked said the glitch resulted in a “bidding war for nothing.” He compared it to Costco selling a random toaster that suddenly garnered so much demand that the price spiked way beyond market value.

“Everyone came in in the middle of the night for some reason and started a bidding war over that old toaster,” Shaked said. “You know, it’s completely ridiculous.”

Data about the glitch provided by the advertising technology firm Proxima on 108 companies also revealed that these firms spent their “entire day’s budget in the first few hours of the day,” the company said.

Companies that implemented cost caps, or limits on their advertising campaigns, were not impacted by the glitch, Proxima noted. When companies turned off their ad campaigns because of the bug, some bigger brands took advantage and were able to run successful Facebook ad campaigns throughout the day because of a lack of competition.

Additionally, the Facebook ad bug impacted companies running ads tied to Earth Day.

“The fact that it was Earth Day on Saturday, April 22nd meant that brands running sales for Earth Day were the most impacted like organic, eco-friendly brands focused on Earth Day as a key selling period,” the company said.

Barry Hott, a performance marketing consultant, said that at the time of the bug, the situation for companies running Facebook ads seemed “pretty massive, very painful.”

In retrospect, however, Hott believes the overall impact of the ad error might be “pretty small,” considering in the grand scheme of things, companies occasionally deal with big Meta ad errors that impact their campaigns.

Hott noted that Facebook experienced a major ad glitch a day before Black Friday in 2020 as well as another similar bug earlier that summer.

Refunds?

The main issue for advertisers will be whether they get refunds from Meta because of the glitch, industry experts said.

The Meta spokesperson said the company is “conducting a detailed analysis that assesses opportunities for refunds.”

“We have more information on the refunds process here,” the spokesperson added in a statement.

Because of the glitch, “a bunch of advertisers and business owners had a really s—y day,” Hott said, adding that they will have a “crappy week” as they wonder if they will get refunds and if they do, will it be the full amount they believe they should be owed or chump change.

He recommends that if advertisers have access to a Meta customer support representative — a part of Meta that has been hit by layoffs — they need to ask frequently about refunds, or risk being ignored. Because retailers often make business decisions like how many products they should order or sell based on their online advertisements, the software glitch could also impact other areas in a company’s business than just merely an increase to their CPMs.

“Basically, no one at the company is going to care about this problem if nobody’s saying anything about it, so they kind of count on advertisers to forget about this in a week or two weeks,” Hott said. “I tell everyone— I’ve had to do this myself — when these issues happen, you know, make a big stink about it.”

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OpenAI’s Sora hit 1 million downloads in less than five days

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OpenAI's Sora hit 1 million downloads in less than five days

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OpenAI’s short-form artificial intelligence video app Sora hit 1 million downloads less than five days after its launch in late September, according to an executive.

Bill Peebles, head of Sora at OpenAI, shared the milestone in a post on X late Wednesday. He said Sora reached 1 million downloads even faster than ChatGPT, the company’s popular AI chatbot that supports 800 million weekly active users.

Sora allows users to generate short videos for free by typing in a prompt. The app is only available on iOS devices and is invite-based, which means people need a code to access it. Despite these restrictions, Sora has climbed to the No. 1 spot in Apple’s App Store.

“Team [is] working hard to keep up with surging growth,” Peebles wrote.

Sora’s launch has also sparked intense backlash, namely around whether the app infringes on copyrights. CNBC viewed videos on the platform that included characters from shows like “SpongeBob SquarePants,” “Rick and Morty” and “South Park,” and was able to generate many characters independently.

Read more CNBC tech news

The Motion Picture Association, which advocates on behalf of the television, motion picture and home video industries, said in a statement Monday that “videos that infringe our members’ films, shows, and characters have proliferated on OpenAI’s service.”

“OpenAI needs to take immediate and decisive action to address this issue,” Charles Rivkin, CEO of the MPA said in the statement. “Well-established copyright law safeguards the rights of creators and applies here.”

OpenAI CEO Sam Altman said the company will soon give rights holders more granular control over character generation, according to a blog post last week.

During a briefing with reporters at the company’s DevDay event on Monday, Altman said some users have complained that Sora is too restrictive. He asked for patience as the company irons out best practices.

“Please give us some grace,” Altman said. “The rate of change will be high.”

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Intel gives first look at next-gen chips, says Arizona fab is fully operational

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Intel gives first look at next-gen chips, says Arizona fab is fully operational

An Intel manufacturing technician holds an Intel Core Ultra series 3 processor (code-named Panther Lake) built on Intel 18A, inside Intel’s new Fab 52 in Chandler, Arizona, in September 2025.

Courtesy: Intel

Intel on Thursday announced its new PC chips slated to debut in laptops next year as the chipmaker battles to turn around its struggling business.

The company said the new Panther Lake processor is made with its 18A technology and is the most advanced node made on U.S. soil.

The new generation of chips will be made at Intel’s Fab 52 facility in Arizona, which the company said is now fully operational and set to ramp production.

“The United States has always been home to Intel’s most advanced R&D, product design and manufacturing – and we are proud to build on this legacy as we expand our domestic operations and bring new innovations to the market,” CEO Lip-Bu Tan said in a release announcing the news.

Intel CEO Lip-Bu Tan holds a wafer of CPU tiles for the Intel Core Ultra series 3, code-named Panther Lake, outside the Intel Ocotillo campus in Chandler, Arizona. Panther Lake is the first client system-on-chips (SoCs) built on the Intel 18A process node.

Courtesy: Intel

Intel’s latest reveal comes during a critical stretch for the beleaguered chipmaker that has lagged in recent years and struggled to keep up with cutting-edge chip demands spurred by the artificial intelligence revolution.

In August, the U.S. government took a 10% stake in the company in an effort to beef up U.S. manufacturing capabilities. Intel has also received investments from SoftBank and AI chipmaking giant Nvidia.

Since taking the helm of Intel in March, Tan has faced massive pressure to deliver.

This summer, President Donald Trump called Tan “highly CONFLICTED” and demanded his resignation, but later changed his tone.

Intel shares have bounced 87% this year.

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Intel year-to-date stock chart.

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Google launches Gemini subscriptions to help corporate workers build AI agents

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Google launches Gemini subscriptions to help corporate workers build AI agents

Thomas Kurian CEO of Google Cloud, speaks at the Google Cloud Next conference in Las Vegas on April 8, 2025.

Candice Ward | Google Cloud | Getty Images

Google is taking another shot at selling businesses on artificial intelligence agents by introducing subscriptions featuring agents that perform specific work tasks.

Gemini Enterprise targets large organizations, starting at a monthly fee of $30 per person. Gemini Business, for smaller clients, costs $21 per person each month. The offerings enable corporate workers to build agents that draw on data from Box, Microsoft and Salesforce products.

Premade Google agents for software development, data science and customer engagement also come with the new Gemini subscriptions, along with access to agents from Workday and other companies. They include the capabilities of Agentspace, an agent building product Google announced in December. Google will upgrade current Agentspace clients to Gemini Enterprise or Gemini Business free of charge through the course of their contracts, a spokesperson said.

Gemini subscriptions come with Model Armor, a feature for inspecting and blocking requests and responses in AI chats, so organizations don’t need to fuss with setting it up.

The launch comes three days after OpenAI showed how people can access tools from third-party apps in ChatGPT. Google and Microsoft, meanwhile, are looking to get enterprises hooked on agents that take care of some processes, so employees can do other things. Both companies sell services aimed at developers and at nontechnical workers. Neither Gemini Enterprise nor Gemini Business require coding.

Read more CNBC tech news

“We’ve seen people from consulting services companies, telecommunications companies, software companies, hospitality companies and a variety of different manufacturing companies all using these, and in a variety of scenarios,” said Thomas Kurian, CEO of Google’s cloud group, in a media briefing.

Kurian, who accelerated the unit’s year-over-year revenue growth back above 30% in the second quarter, named cruise line Virgin Voyages as a Gemini Enterprise early adopter.

Firms are more likely to be exploring or testing AI agents than putting them into production, said Chirag Dekate, an analyst at technology industry researcher Gartner. But Google’s handling of security and governance should ease concerns among big companies evaluating agent systems, Dekate said.

Google’s new Gemini subscriptions depend on the company’s Gemini AI models for working with text, images and videos. Google and other model makers regularly release new versions, and enterprises want to avoid getting stuck with lagging models when selecting agent software, Dekate said.

“How Google is able to leverage this unified messaging in the Gemini 3.0 launch sequence, which is coming soon, I think, will also be a crucial litmus test,” he said. “In other words, will they be able to offer a same-day sort of innovation cycle, or is this going to be staggered in terms of adoption patterns?”

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