When Facebook became Meta, the company’s value was stratospheric and investors were willing to indulge Mark Zuckerberg's experiment. Things look different a year on
. Many were unsure what the word meant, but with the company’s value at a near-all-time high of $1.1trn, and its core social-network advertising business humming away on the back of a pandemic boom, investors were willing to indulge the experiment.
What has gone wrong? The sell-off of Meta stock began in February, after the company reported its first-ever drop in daily users of Facebook, its first and largest social network. After 18 years of uninterrupted growth it lost 1m of them between January and March . It has since bounced back, adding 39m more, while users of Meta’s “family of apps”, which includes Instagram and WhatsApp, have kept growing.
As users wobble, so do advertisers. In the second quarter Meta’s revenue fell year on year, for the first time in its history . Inflation, interest rates and war all played a part. But the ad business has been permanently changed by. These make it harder for apps to track users’ online activity, which in turn makes it harder to serve them relevant ads and see whether they work. Meta has said that Apple’s changes will cost it $10bn this year in forgone revenue.
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