Facebook Inc.’s platforms are starting to feel like homes with too much furniture. It is getting difficult to move around.
In addition to ads on its legacy Blue app, those on Instagram, which the company acquired for $1 billion in 2012, accounted for roughly a quarter of Facebook’s overall revenue in the 12 months ended Sept. 30, according to consensus estimates compiled by Visible Alpha. Ads on both platforms now seem to be reaching a saturation point at just the wrong time.
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