Meta content moderation misadventures were previously Madison Avenue’s speech, when advertisers fusted the technology giant for its so -called brand safety concerns.
But this is a new era, and advertisers pass through it.
The turnover of the first quarter of the company, which is almost entirely derived from advertising, reached $ 42 billion in the quarter, before the expectations of analysts and 16% from one year to the next.
In January, Meta said that she replaced third -party verifications with a system of community notes inspired by X on Facebook, Instagram and Threads. The company said that it also planned to bring more political content to user time limits and relieve the moderation of the content around subjects such as gender identity and immigration.
Advertisers and industry analysts told BI in January that, although the changes I feel uncomfortable, they would probably continue to spend with Meta as long as he delivered the general public and the advertising performance they expected from the platform.
Meta bumper gains, published on Wednesday, confirmed the theory.
When the winnings call, Meta leaders credited the momentum of her suite of advertising tools fueled by AI, AD better. These tools automatize many aspects of the creation of an advertising campaign, from the identification of the types of users to the target to the creation of images in the ads themselves.
Susan Lee, Meta’s financial director, said there had been discounts of spending on electronic commerce advertisers based in Asia targeting American users, probably in anticipation of President Donald Trump ending the huge tax escape on May 2. The exemption had enabled Temo and Shein – Meta -Annonceurs – to send orders of less than $ 800 in China without obligation of remuneration.
Meta said that her advertising activity would remain strong, pushing the fears of a slowdown in advertising induced by prices. He expects to generate turnover between $ 42.5 billion and $ 45.5 billion next quarter, before the $ 44 billion of analysts.
Nick Manning, former director of the advertising agency and founder of the encyclumedia International marketing consulting firm, told Bi that the main advertisers still have deep concerns about user safety and the type of content that is published on the main technological platforms.
Part of Meta’s resilience, he said, is that it depends less on first-rate companies and more on millions of small and medium-sized enterprises that advertise its sites and applications. Indeed, the company said Wednesday that online business companies were the most important contributors to its growth in sales of announcements during the quarter.
“Meta, for certain types of advertisers, always delivers goods – and these advertisers do not really care about user safety and brand security,” said Manning.
Meta said in January that he continued to focus on the security and relevance of the brand by offering a range of tools for advertisers.
Although it is confronted with the same macroeconomic uncertainty as many other companies, Meta does it from a position of strength.
“Advertisers will allocate more advertising dollars to proven and sophisticated networks like Facebook and Instagram – while withdrawing spending on smaller social platforms – while sailing on uncertainty,” said Minda Smiley, principal analyst of the Emarketer research company, a Sister Bi company.
Take a look at Snap’s contrasting fortune. His actions fell on Tuesday after declaring income and profits from the first quarter which were in line with expectations, but declared that he would not share the advice for the second quarter, blaming macroeconomic uncertainty.
businessinsider
