Meta Invests Millions to Highlight the Appeal of Data Centers

In late 2025, Meta invested $6.4 million in an advertising campaign to promote the benefits of data centers. The initiative targeted cities nationwide, from Sacramento to Washington, showcasing the role of data centers in job creation and rural revitalization.

Ad Campaign Highlights Data Centers

The campaign featured engaging video spots that spotlighted Meta’s data centers in Altoona, Iowa, and Los Lunas, New Mexico. These ads aimed to illustrate how Meta’s facilities have positively impacted local communities.

Showcasing Community Benefits

• The Altoona ad depicted a community on the verge of decline revitalized by the presence of Meta’s data center.
• Residents were portrayed enjoying local activities, such as gatherings at diners and attending football games.
• In Los Lunas, employees were shown celebrating family cookouts, emphasizing job stability and community ties.

Industry Response to Public Sentiment

Meta is not alone in its efforts. Other data center operators, including Digital Reality, QTS, and NTT Data, are initiating their lobbying efforts. This response aims to counteract the growing public objections against new data center projects.

Challenges Facing Data Center Development

Recent weather events, such as a severe winter storm, have underscored challenges to the power grid. This has raised concerns regarding energy consumption related to large data centers. Community backlash is intensifying due to fears over rising energy costs and increased water usage.

Impact of Community Movements

Local movements opposing data centers have led to postponements and cancellations of substantial investments across various states. Regions like Oregon, Arizona, Missouri, Indiana, and Virginia have reported delays, valued at billions of dollars.

The appeal of data centers remains critical for companies like Meta, Microsoft, and Google, especially for supporting artificial intelligence operations. However, they face mounting challenges as public perception shifts. Navigating these dynamics will be essential for future infrastructure development in the technology sector.