A new video by Inspired by Iceland pushes back against experiencing life through the “metaverse,” as described by Mark Zuckerberg during Facebook’s rebranding to Meta on Thursday, Oct. 28, 2021.
Michael Nagle | Bloomberg | Getty Images
Wall Street is bracing for disaster in online advertising.
Following disappointing results from Snap last week and a 28% plunge in the stock price that sent the company’s value to its lowest since early 2019, investors are now turning their attention to ad giants Meta and Alphabet as well as reports this week from Twitter and Pinterest. They’ll also hear from Amazon and Microsoft, which have big ad businesses of their own.
The flurry of reports comes at a time of extreme skepticism in web and mobile advertising. Facebook parent Meta shares are down more than 60% this year, and the company is expected to report a second straight drop in revenue. Alphabet, which has slid 30% in 2022, is forecast to report single-digit sales growth. Aside from one quarter at the beginning of the pandemic, that would mark the weakest period for Google’s parent since 2013.
The economic downturn and fears of a recession have many marketers reining in spending. At the same time, Apple’s iOS privacy change from last year continues to punish companies — notably Snap and Facebook — that have historically relied on user data to target ads.
“Sentiment in the online advertising space has softened of late, with more anecdotes of budget cuts as well as advertisers holding back some budget in hopes of a 4Q flush,” UBS analysts wrote in a report last week. “Looking into ’23, we think planning amidst this level of macro uncertainty sets the stage for below-consensus growth in ’23, even if macro does not significantly deteriorate from here.”
UBS said it would “reduce estimates and price targets across the online advertising group” due to both the economic environment and a strong U.S. dollar. Through discussions with digital ad agencies, the analysts said they learned that “many advertising directors are pulling back certain budgets, particularly among smaller advertisers.”
In Snap’s report on Thursday, the company said results are being hit by a combination of platform changes, economic challenges and competition. For a second straight quarter, Snap said it wouldn’t be providing guidance for the coming period because of difficulty in predicting the economic trajectory.
Digital ad stocks in 2022
CNBC
“We are finding that our advertising partners across many industries are decreasing their marketing budgets, especially in the face of operating environment headwinds, inflation-driven cost pressures and rising costs of capital,” Snap said.
If the third quarter mirrors the second, Snap’s brutal report could spell dismal results for its industry peers. In July, Meta, Twitter, Pinterest, and Google all reported weaker-than-expected results following Snap’s miss.
Investors started planning ahead last week, sending Pinterest shares down more than 6% on Friday after Snap’s report. Twitter fell almost 5% and Meta dropped more than 1%. Alphabet rose over 1%, but still underperformed the tech-heavy Nasdaq, which jumped 2.3%.
CNBC’s Jim Cramer and the Investing Club said there’s a chance Snap’s poor results won’t reflect the overall online advertising market. Meta and Alphabet “have built multifaceted digital ecosystems” that dwarf the smaller Snap, thus making those companies “more immune from weaker digital ad spend,” the Investing Club wrote.
The industry drama this week isn’t limited to earnings reports.
Tesla CEO Elon Musk has until Friday to close his proposed $44 billion acquisition of Twitter if he wants to avoid a trial. After changing his mind on the deal multiple times and being sued, Musk said earlier this month that he wanted to complete the transaction at the originally agreed upon price of $54.20 a share. Twitter wants to make sure the financing is in place before backing off the lawsuit.
Twitter shares closed last week below $50, suggesting investors still aren’t convinced the deal will close. Meanwhile, the business has been struggling. Analysts are anticipating a drop in third-quarter revenue in the company’s earnings report, which is expected this week.
One bright spot in the online advertising space could be Amazon after its digital ad business grew 18% in the second quarter, topping all of the major players in the industry.
While retailers may be pulling back on spending on Facebook and elsewhere, Amazon is a stickier platform for them because people who use it are shopping for stuff. For companies to keep their brands visible on the largest e-commerce site, they have to pay the platform.
But even Amazon’s core business has suffered this year, with growth slowing dramatically from its boom days during the pandemic. Overall revenue expansion was in the single digits for three straight quarters and the stock is down 28% for the year.
By the time Amazon closes out Big Tech earnings week on Thursday, investors should have a much clearer picture of the online ad market and how much companies are tightening their belts heading into the holiday season.
Gemini Co-founders Tyler Winklevoss and Cameron Winklevoss attend the company’s IPO at the Nasdaq MarketSite in New York City, U.S., Sept. 12, 2025.
Jeenah Moon | Reuters
Shares of Gemini Space Station soared more than 40% on Thursday after the exchange operator raised $425 million in an initial public offering.
The stock opened at $37.01 on the Nasdaq after its IPO priced at $28. At one point, shares traded as high as $40.71.
The New York-based company priced its IPO late Thursday above this week’s expected range of $24 to $26, and an initial range of between $17 and $19. That valued the company at some $3.3 billion before trading began.
Gemini, which primarily operates as a cryptocurrency exchange, was founded by the Winklevoss brothers in 2014 and held more than $21 billion of assets on its platform as of the end of July. Per its registration with the Securities and Exchange Commission, Gemini posted a net loss of $159 million in 2024, and in the first half of this year, it lost $283 million.
The company also offers a U.S. dollar-backed stablecoin, credit cards with a crypto-back rewards program and a custody service for institutions.
The Winklevoss brothers were among the earliest bitcoin investors and first bitcoin billionaires. They have long held that bitcoin is a superior store of value than gold. On Friday morning, they told CNBC’s “Squawk Box” they see its price reaching $1 million a decade from now.
In 2013, they were the first to apply to launch a bitcoin exchange-traded fund, more than 10 years before the first bitcoin ETFs would eventually be approved. The Securities and Exchange Commission’s rejection of the application, which cited risk of fraud and market manipulation, set the stage for the bitcoin ETF debate in the years to come.
Even in the early days, when bitcoin was notorious for its extreme volatility and anti-establishment roots and shunned by Wall Street, the Winklevoss brothers were outspoken about the need for smart regulation that would establish rules for the crypto-led financial revolution.
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Opendoor co-founder and newly minted board chair Keith Rabois said remote work and a “bloated” workforce have been a drag on the company’s culture, as he vowed to slash headcount.
“There’s 1,400 employees at Opendoor. I don’t know what most of them do. We don’t need more than 200 of them,” Rabois told CNBC’s “Squawk on the Street” on Friday.
The online real-estate platform on Wednesday appointed former Shopify executive Kaz Nejatian as its new CEO after investor pressure caused his predecessor, Carrie Wheeler, to resign last month. Opendoor also named Rabois as chairman and said Eric Wu, who served as the company’s first CEO before stepping down in 2023, would return to the board.
The announcement sent Opendoor shares soaring 78% on Thursday, before the stock slid more than 12% on Friday. It is still up almost 500% this year, after an army of retail investors pushed up the stock price when hedge fund manager Eric Jackson began touting the company.
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Opendoor year-to-date stock chart.
Opendoor’s business involves using technology to buy and sell homes, pocketing the gains.
Nothing has fundamentally improved for the company since Jackson bought shares of Opendoor in July. Opendoor remains a cash-burning, low-margin business with meager near-term growth prospects.
Rabois said he has a “high level view of the strategy” that’s needed to transform Opendoor, and that the headcount reductions are necessary to resolve the company’s cash burn.
“The culture was broken,” Rabois said. “These people were working remotely. That doesn’t work. This company was founded on the principle of innovation and working together in person. We’re going to return to our roots.”
He added that Opendoor “went down this DEI path,” referring to diversity, equity and inclusion.
The Federal Aviation Administration said Friday it is launching a pilot program to speed up the rollout of air taxis.
Archer Aviation and Joby Aviation, major players in the electric vertical takeoff and landing, or eVTOL, space, said they are participating in the program. Shares of each were higher on Friday.
The program will establish at least five projects through public-private partnerships with state and local governments to promote safe usage of eVTOL aircraft.
“The next great technological revolution in aviation is here,” said U.S. Transportation Secretary Sean Duffy in a release. “The United States will lead the way, and doing so will cement America’s status as a global leader in transportation innovation.”
Archer said supervised trials could begin in the U.S. as soon as next year, ahead of FAA certification. Joby is set to begin FAA flight testing early next year.
Proponents of eVTOL have touted the technology as a method to slash emissions and ease traffic. Archer, Joby and their competitors have been steadily working toward FAA approval.
Joby called the program a “critical step” in the path toward widespread air taxi service in the U.S. Archer CEO Adam Goldstein dubbed the announcement a “landmark moment” that allows the company to work with partners such as United Airlines to trial aircraft.
“These early flights will help cement American leadership in advanced aviation and set the stage for scaled commercial operations in the U.S. and beyond,” he wrote.
Both companies have made strides testing their products through partnerships in the Middle East.