The US giant Facebook said that it doubled its profits in the second quarter of the year due to the large revenue from digital advertising, but it expected that its growth will slow in the coming months. The company warned in a statement, Wednesday, that its growth slowed a little in the second half of this year, especially due to the new advertising rules of the Apple group, noting a loss of its share between 3 and 4% after the closing of the Wall Street Stock Exchange.
The platform explained that the growth in advertising revenue in the second quarter was fueled by a 47% increase in the average ad price in addition to a 6% increase in the number of ads that were broadcast. This trend will continue for the rest of the year, but Facebook expects a slowdown linked mainly to regulatory and technical changes.
Apple recently forced app publishers to ask for permission before collecting any data, which poses a problem for companies like Facebook, whose way of doing business relies on ads precisely targeted based on consumer's tastes and habits. The group suggested that Apple's mobile operating system updates will have a clearer impact in the third quarter of this year.
On June 30, about 3.5 billion people around the world were permanently following at least one of the four networks and messaging applications of the group, Messenger, WhatsApp, Instagram, and Facebook.