Why Twitter's Ad Revenue Won't Pick Up in the Second Half of 2017

Twitter's (NYSE: TWTR) ad revenue has been in decline since the fourth quarter, and investors shouldn't expect that to change in the second half of the year, either. COO Anthony Noto told analysts on the company's third-quarter earnings call that Twitter's facing a $75 million headwind due to its decision to shutdown TellApart -- which helped marketers reach the same user across all of their devices. It also chose to de-emphasize some of its other ad products, putting pressure on ad revenue.

What's more, Twitter faces tougher comparables in the second half of the year for user engagement. Twitter benefited from the summer Olympics, streaming Thursday Night Football, and the United States presidential election last year. It won't have any of those tailwinds this year.

Image source: Twitter. Copyright Marisa Allegra Williams (@marisa) for Twitter, Inc.

Source: Fool.com