Facebook Inc. fell as much as 4.3% to the lowest point since July after warning Apple Inc.’s new data collection restrictions will hurt its third-quarter results.
The company said in a blog post that recent changes made by Apple to limit targeted advertising would have a more significant impact in the third quarter compared to the second quarter.
The stock’s tumble reflects investor’s concern that Facebook already sees declines in its digital advertising business after Apple implemented a software update to limit targeted advertising on iPhones. Apple’s new rules require app users to explicitly say they are willing to follow their activity across the internet. Large brands and small businesses often rely on user activity to reach specific groups of prospective customers.
Facebook Chief Financial Officer Dave Wehner previously warned that Apple’s changes would have a more significant impact in the third quarter than in the second. This week’s comments stirred more consternation.
Apple has said the changes are designed with people’s privacy in mind. Meanwhile, Facebook launched a public relations campaign, arguing the new app rules will hurt small businesses that rely on targeted advertising and don’t have the money to spend on broad marketing campaigns. Small businesses make up the bulk of Facebook’s ad sales.
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