For Variety VIP+ subscribers: Is Snap’s struggle to keep up with its bigger digital rivals in Q2 just a splash of cold water on a warming ad market?
Some of the world’s largest digital advertising companies — Alphabet, Meta and Snap — reported Q2 earnings results last week, and the narrative was a little confusing.that its topline grew 7%. YouTube advertising also expanded 4.4% during the second quarter. Investors cheered what looked like a digital ad recovery underway. Alphabet shares touched a 52-week high Friday. for more pain in Q3 saying ad demand remained weak.
One thing we know for sure is that Alphabet and Meta just have more resilient ads businesses than Snap. It’s not like the three companies had different macro pressures to deal with. The advertising slowdown was widespread across all channels, including digital. Apple’s iOS 14.5 privacy changes impacted all platforms that regularly tracked user data.
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