Facebook's monetisation efforts 'aggressive'
- USA: Tuesday, October 09 - 2012 at 03:51
Plans by Facebook to increase its revenue are too aggressive, according to analysts, who warned it could annoy users and make them less likely to log on, Cnet has reported. BTIG analyst Richard Greenfield lowered his firm's target price for Facebook yesterday to $16, citing concern over Facebook's "aggressive" increase of monetisation efforts, particularly mobile ads. Facebook's stock opened at $20.40 a share on Monday morning. "Unfortunately, we believe this ramp in advertising is negatively impacting the user experience on mobile devices by adding to an increasingly cluttered, less-useful, news feed," he wrote. "In the face of drastically slowing payments revenues and falling investor sentiment and employee morale, it feels like Facebook is pushing advertising monetisation harder than they should be, which we believe will harm user engagement in 2013 and beyond."
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