For about a year now, Facebook had been foreahadowing a warning that, in the middle of 2017 sometime, the company will max out the number of ads it can squeeze into people’s news feeds. When you hit this ad load ceiling, that means Facebook’s ad revenue grown will slow down “meaningfully” in the second half of 2017, according to CFO David Wehner during the company’s Q1 2017 earnings call on Wednesday.
Naturally though, there’s going to be a but here.
When it comes to ad load, Whener is simply referring to the ad load in Facebook’s news feed. This piece of information was confirmed after Wednesdays earning call. This distinction is important to point out, as it means that Facebook’s ad load problem won’t be much of a problem for long.