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Wells Fargo's Weekly Internet Ads Takes: Facebook Platform Tweaks Aimed At Marketers & More

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In a report issued Monday, Wells Fargo analyst Peter Stabler provides a few weekly takes on the Internet ads space. Some of the most relevant developments include:

  • Facebook Inc (NASDAQ: FB) announced it is adjusting its cost-per-click ad fees, significantly changing the company’s ad product. Clicks now include “clicks to websites and apps, and not likes, shares and comments,” the expert explains.
  • The firm believes this modification will allow direct response marketers to compare Facebook campaigns with “other direct response spending across competitive sites” more easily.
  • Yellow Pages (OTC: YLWDF) is launching new display add solutions for both web and mobile, aimed at leveraging its internal and third party data sources.

Related Link: Social Stocks Get Slashed: Pivotal's Brian Wieser Downgrades Google, Cuts Facebook, Twitter And Yahoo Targets

  • Facebook is also expanding its News Feed preferences, allowing users to “prioritize posts and improve the discovery of pages from publishers, artists and businesses,” the note expounds.
  • The improved features lead to higher personalization, which, in turn, provides both the company and marketers with extra engagement indicators from users.
  • The experts at Wells Fargo believe this only accentuates the “philosophical gab” between Facebook and Twitter Inc (NYSE: TWTR), as the latter’s unfiltered timeline has resulted in “many users’ frustration with a poor ‘signal to noise’ experience.”

Also See: Pacific Crest: Twitter CEO Search Should End Late This Year And Boost Shares

Shares of Facebook and Twitter are up on Monday.

Latest Ratings for FB

Feb 2018ArgusMaintainsBuy
Feb 2018BMO CapitalMaintainsMarket PerformMarket Perform
Feb 2018Morgan StanleyMaintainsOverweightOverweight

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