财报前瞻：FacebookQ1业绩能否延续强劲增长态势？

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财报前瞻：FacebookQ1业绩能否延续强劲增长态势？

智通财经2021-04-26

Facebook将于4月28日美股盘后公布2021年第一季度业绩。 Facebook预计，2021年第一季度和第二季度的总营收同比增速将保持稳定或略微加快。该公司预计，苹果iOS 14平台政策的变化将限制其追踪用户活动趋势的能力，并认为苹果已经成为其最大的竞争对手。与此同时，Facebook的收入结构日益多样化，增加了来自Oculus VR头盔和Portal视频聊天设备的销售。公司2020年...

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T202112310014
·2021-04-26
臉書的意義，希望展示更多面孔，讓更多不同的面孔熟悉
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oweng
·2021-04-26
很難
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股票王者
·2021-04-26
Facebook
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股票王者
·2021-04-26
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14.5新版本发布后，需要应用程序开发人员询问并得到用户的许可，才能获取其随机广告标识符(称为IDFA)来跟踪应用程序和网站上用户的活动。此前，在默认情况下，开发者可以跟踪用户。值得注意的是，当用户被问及是否允许追踪时，大多数人会选择拒绝被跟踪。而Facebook使用追踪数据来投放广告——这是其广告业务的命脉。\n此外，来自谷歌、Snap和Twitter的广告收入竞争，预计将对Facebook第一季度广告营收的同比增长率产生不利影响。\n不利因素\nFacebook和其他科技巨头仍然是多个政府和立法者的目标。美国司法部、联邦贸易委员会(FTC)和48个州的司法部长对Facebook提起了5项诉讼，指控其滥用其在数字市场的主导地位并从事反竞争行为。据称，Facebook利用不公平的优势来收购或扼杀竞争对手。指控还包括将消费者数据置于风险之中，损害消费者的利益，不公平地提高广告价格。\n另外，美国国内也掀起了是否应该废除《通信规范法》第230条（Section 230 of the Communications Decency Act）的争论。该法案赋予互联网公司全面豁免权，使其不必对用户在其网站上发布的内容负责。不过，立法者在这个问题上存在分歧，它可能不会很快得到解决。一些人认为社交媒体平台删除了太多内容，而另一些人则认为它们删除的不够，导致有害内容扩散。\n投行怎么看？\nCowen分析师John Blackledge将Facebook的目标价从350美元上调至360美元，并预计强劲的数字广告销售将使公司第一季度营收达到241亿美元，同比增长36%。\nWedbush Securities分析师Ygal Arounian不完全看好Faceebook在其平台上推出的商业战略，比如Facebook Shops和Instagram 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