Facebook lower; OTR's checks point to moderating ad growth

|About: Facebook (FB)|By:, SA News Editor

OTR Global's checks indicate Facebook's (FB -1.3%) news feed and FBX Exchange ad spend growth is moderating due to rising prices.

On a CPM basis, Facebook's ad prices rose 92% Y/Y in Q4, much faster than Q3's 42% clip and more than offsetting an 8% ad impression drop caused by the mobile shift.

News feed ads (account for the lion's share of Facebook's soaring mobile ad sales) generally carry higher prices than right-hand column ads, such as those delivered by the FBX Exchange (delivers targeted ads based on non-Facebook activity). FBX ad targeting and pricing remain a work in progress.