What Really Happened With Facebook's Ad Impressions?

What Really Happened With Facebook's Ad Impressions?

Facebook (NASDAQ: FB) CFO Dave Wehner has been warning about an ad revenue slowdown in the second half of 2017 for over a year. Facebook is simply running out of room to place ads as it saturates users' News Feeds. Indeed, ad impressions increased just 10% year over year in the third quarter.

What's surprising, though, is Facebook's daily active users increased 16% year over year. That implies the average user saw fewer ads during the quarter than they did last year.

Let's take a closer look at management's comments to figure out what exactly happened with Facebook's ad business last quarter.

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Source: Fool.com