We could fear the worst for Facebook after the implementation of the App Tracking Transparency on iOS. As a reminder, if an app collects and transmits information to third parties, it must inform the user, who is then able to accept or refuse this tracking. Facebook, which uses this tracking to offer ultra-precise ad targeting to advertisers, has always opposed the implementation of this measure.
The third quarter could be more difficult
A few months after this launch, the tech giant doesn’t seem to be suffering too much as it has just announced very flattering results for its second fiscal quarter 2021. In detail, Facebook reported $29 billion in revenue, a 56% year-over-year growth.
It’s even better when it comes to profits, which hit $10.4 billion, a 101% year-over-year increase! In the midst of a health crisis, the company was able to benefit from a 12% increase in active users on Facebook, Instagram and WhatsApp. In total, these platforms are used by 2.76 billion people on a daily basis.
These very flattering figures can be explained by the impressive growth of advertising, which has increased by 47% in a year. It must be said that the period was quite critical in 2020 due to the uncertainties of the beginning of the pandemic.
All of this is cause for celebration for Facebook CEO and founder Mark Zuckerberg: ” We had a strong quarter as we continue to help companies grow and people stay connected.” But there’s no room for complacency, as the company is still under threat from the change in privacy rules on iOS.
Quoted by The VergeDavid Wehner, the company’s CFO, said he expects a bigger impact in the third quarter. Besides, the platform is trying to dissuade its users from saying no to ad tracking. ” If you accept the prompts for Facebook and Instagram, the ads you see on those apps won’t change. If you decline, you will still see ads, but they will be less relevant to you,” the social network warns.