By presenting his results for the 1uh In the April 28th quarter of 2021, Facebook congratulated itself on the flattering results and expected its growth to slow for the 2nde Quarter 2021. At the source of this concern are several things: national regulations, the gradual exit from the health crisis and … Apple’s Tracking Transparency app.
The possible end of targeted advertising on the iPhone, a thorn in the side of Facebook
This Apple feature, which was introduced in the iOS 14.5 update and has been available to iPhone owners since April 26, requires applications from Request the user’s permission to access their browsing data for advertising purposes.
Apple charged by the European Commission for abuse of dominant position
A decision criticized by Mark Zuckerberg personally and with good reason: 97% of Facebook sales, or $ 25.44 billion, come from advertising revenue. The end of targeted advertising on iPhone will inevitably impact the growth of the company’s advertising revenue. One effect that should be put into perspective, however, is the expected slowdown in results 3e and 4e The quarter of 2021 is mainly due to the return to normal after the exceptional growth in 2020 due to the health crisis and containment measures being taken around the world.
However, the end of targeted advertising is a perspective that the social network is preparing for. Sheryl Sandberg, Facebook’s chief operating officer, said the Wall Street Journal, ” We are rebuilding important parts of our advertising technology so that our system will continue to work when we have less access to data in the future. “.
Facebook is trying to diversify its sources of income
Facebook’s announcement of quarterly results was an opportunity to highlight some new features. Mark Zuckerberg stated that he wanted to develop e-commerce on its various platforms. He reports that now more than a billion users visit the Facebook marketplace every month.
On Instagram, virtual stores that are already accessible to companies are opened to influencers. An affiliate system is also being set up to give influencers the opportunity to earn a share in the sale of the items they recommend. A marketplace must also make it possible to facilitate the connection between brands and influencers. In WhatsApp Business you can create an advertisement for Facebook and Instagram directly with a new function. These various announcements show that Facebook is looking to diversify its revenue streams in the near future.