Facebook has proven its resilience in the face of multiple social, political and regulatory challenges by posting a healthy 28% year-on-year rise in ad revenues over the second quarter to reach $16,624m.
Healthy advertising figures rest on a backbone of 1.59bn daily active users throughout the month of June, itself an 8% increase year on year – with the comparable figure for the wider Facebook ‘family’ (including Instagram, WhatsApp and Messenger) put at 2.1bn.
Commenting on the results Mazen Hussain, director of paid media and creative at Croud said: “… we're seeing the impact of the privacy controversies start to impact advertisers. Following a lawsuit filed against them in 2018, Facebook has been gradually rolling out more and more targeting restrictions for certain sectors, the latest being the housing, employment, and credit industries, which are no longer allowed to target users according to gender, age or location.”
Aaron Goldman, chief marketing officer, 4C Insights, added: “Facebook continues to accelerate in value creation for advertisers. Its Q2 earnings are a testament to the fact that brands rely on the platform for full-funnel performance. With an increased focus on balancing consumer expectations of personalization and privacy, the walls of the Facebook garden are growing higher.”
The second-quarter financial results dovetail with a $5bn fine imposed by the US Federal Trade Commission - a drop in the ocean.