Facebook’s advertising revenue jumps 57% in 2016

Facebook Inc.’s ad revenue in the fourth quarter of 2016 rose 53.1% from the same period a year ago, thanks in large part to the social network’s robust mobile advertising business that accounts for 84% of its overall ad revenue. For the full year, Facebook reported total revenue of $27.6 billion, up 54% from 2015, and a record net income of $10.2 billion, a whopping 177% increase from the prior year.

Given that advertising makes up roughly 98% of Facebook’s revenue, the $7.248 billion that retailers and other marketers spent on mobile advertising during the quarter made up more than 82% of the company’s revenue. That’s a major increase from the same period a year earlier, when mobile ads accounted for 77% of the company’s revenue.

Facebook’s strong earnings come a day after the social network announced it is expanding its relationships with measurement companies comScore Inc., the Nielsen Co. LLC and Integral Ad Science Inc., while also beginning a new one with DoubleVerify.

For instance, Facebook is working with comScore to test in-target reach for U.S. audiences on desktop and mobile through comScore’s validated Campaign Essentials product. The tool aims to measure the number of consumer impressions an ad receives, as well as the number of consumers reached within the targeted demographic.
more at:  https://www.internetretailer.com/2017/02/01/facebooks-advertising-revenue-jumps-57-2016

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