Key results from Twitter’s fourth quarter 2018:

Monthly active users fell to 321 million from 326 million in the prior quarter. U.S. users slipped to 66 million from 67 million. International users fell to 255 million from 259 million.

Total revenue rose 24 percent to $909 million from a year earlier (up 26 percent on a constant currency basis). Ad revenue climbed 23 percent to $791 million. Licensing revenue increased 34 percent to $117 million.

U.S. revenue rose 24 percent to $506 million. International revenue also rose 24 percent to $403 million (up 27 percent on a constant currency basis).

For first quarter 2019, Twitter forecast:

  • Total revenue to be between $715 million and $775 million
  • GAAP operating income to be between $5 million and $35 million

For 2019, the company forecast:

  • GAAP and cash operating expenses to be up approximately 20 percent from prior year
  • Stock-based compensation expense of $350 million to $400 million
  • Capital expenditures between $550 million and $600 million

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Instagram-influenced purchases rose 91% in 2018 from a year earlier, but Facebook is the market leader, influencing 6x more purchases in 2018, according to adtech firm StitcherAds.

  • Retailers spent 47% more on Facebook & Instagram holiday campaigns in 2018 from the prior year.
  • Retailers saw a 14% increase in Facebook-attributed in-store sales from a year earlier.
  • Over the holiday season, 2.7x more purchases occurred on mobile devices vs. desktop.
  • Cost per click declined about 10% from a year earlier.
  • CPM fell 17% from a year earlier.

Instead of running a pricey TV spot, Frank’s asks viewers to tweet a chili pepper emoji and special hashtag during other brands’ ads. Read more…

CBS is selling 30-second commercials for $5.1 million to $5.3 million, Bloomberg reported, citing people familiar with the matter. The price is little changed from last year, when Comcast NBC sold ads for $5.24 million, according to researcher Kantar Media. The Super Bowl audience peaked in 2015, but the game is the most-watched TV event of the year. Last year’s audience fell to a nine-year low of 103.4 million viewers, but the game is still the biggest showcase for national ad campaigns.

Fox Sports and Twitter are working together to bring more soccer to the social network for the 2019 Women’s World Cup in France this summer. Read more…

The Women’s World Cup will provide a promotional platform for many global brands, especially in athletic wear. Adidas’s logo is the most frequently shared brand on social platforms, according to a ranking by Brandwatch, ahead of Nike, Puma and Under Armour. The Adidas logo can be seen in 6.5 million images shared on Twitter and Instagram each month.