...сёдня показательно ad-техноложку в штатах мочат... AAPL и MSFT пока улыбаются...



Shares of Snap (SNAP) tumbled around 20% AH on Thursday following results that some are referring to as "ad-mageddon." The long-feared internet advertising meltdown was responsible for a revenue miss in Q3, with sales coming in at $1.07B vs. expectations for $1.1B. The company also detailed a worse forecast for the coming holiday quarter, which is typically one of the busiest, saying it anticipated a revenue growth rate of 19%-20%, down from third quarter growth of 57%.

What happened? "Our advertising business was disrupted by changes to iOS ad tracking that were broadly rolled out by Apple (AAPL) in June and July," CEO Evan Spiegel said on a conference call. "While we anticipated some degree of business disruption, the new Apple-provided measurement solution did not scale as we had expected, making it more difficult for our advertising partners to measure and manage their ad campaigns for iOS."

Over the past few quarters, direct-response advertising has grown to more than 50% of Snap's business, but given the recent changes, "coupled with Snapchat's existence as a mobile-only platform, our strength in DR has become a more significant headwind in the current environment." Ad-dependent peers were also hit by the headlines, trading lower in premarket trade: Twitter (TWTR) -4.5%; Facebook (FB) -4.1%; Pinterest (PINS) -2.4%; Google (GOOGL) -1.9%.