Facebook’s Ad Business Is Firing On All Cylinders, but Mum’s the Word on Teens
Facebook had plenty of good news to share from last quarter, like the fact that mobile now accounts for 53% of its ad revenue. But it held its tongue about the elephant in the room: declining usage among U.S. teenagers.
The growth of Facebook’s ad business is still being fueled by the adoption of news-feed ads that appear on desktop and mobile alike. That shift nudged the average effective price per ad up 92% over the previous year, according to chief financial officer David Ebersman, even while ad impressions dropped off by 8%.
The social network posted revenue of $2.59 billion, up 63% over the previous year. Net income was $532 million, up from $64 million in the fourth quarter of 2012, beating Wall Street expectations.