How Ad Testing Can Combat Facebook’s Slow Ad Growth

Facebook’s new ad load policy makes an even more compelling case for an ongoing commitment to testing.

In its third-quarter-2016 earnings call, Facebook reported that 1.71 billion people used its service in June. That’s nearly one-quarter of the earth’s population! Yet in spite of these impressive numbers, Facebook is expecting much lower ad revenue growth over the next two quarters.

The reason? Facebook’s advertising volume has reached a point of diminishing returns. In other words, it has maximized ad loads–the volume users will tolerate before they feel their experience is degraded. The evidence is compelling.

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