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A view of Google Headquarters in Mountain View, California, United States on March 23, 2024. 

Tayfun Coskun | Anadolu | Getty Images

Advertising is so back.

After a brutal 2022, when brands reeled in spending to cope with inflation, and a 2023 defined by layoffs and cost cuts, the top digital advertising companies have started growing again at a healthy clip.

Meta, Snap and Google all reported first-quarter results this week, with revenue growth that exceeded analysts estimates and at rates not seen in at least two years. Their financials were primarily driven by improvements across their ad businesses.

The companies entered earnings season in a favorable position in that their numbers would be comparable to historically weak periods. But investors and analysts were cautious in their expectations, given the political and economic instability in various markets across the globe and the ongoing challenges posed by high consumer prices.

Meta, which was the first in the group to report results, put some fears to rest on Wednesday, showing a 27% jump in first-quarter revenue to $36.5 billion. For the Facebook parent, it was the strongest rate of expansion since 2021.

“When Meta was in its dark days two years ago, the company knew what they had to do to get back on track,” analysts at Bernstein wrote in a note after the earnings report. “To their credit, Meta defended the core.”

That dark era was defined by the combination of macroeconomic challenges and Apple’s iOS privacy change, which made it harder for social media companies to target users with ads. Meta lost two-thirds of its value in 2022 and was forced to dramatically cut headcount.

A smartphone is displaying Facebook with the Meta icon visible in the background.

Jonathan Raa | Nurphoto | Getty Images

Meta responded by rebuilding its ad system, with the help of hefty investments in artificial intelligence, so it could deliver value to brands despite the roadblock imposed by Apple. The stock almost tripled in 2023.

While the company’s first-quarter results beat estimates across the board, the shares tanked on Thursday after CEO Mark Zuckerberg focused his post-earnings commentary on the many ways Meta is spending money in areas outside of advertising, notably the metaverse.

“We’ve historically seen a lot of volatility in our stock during this phase of our product playbook where we’re investing in scaling a new product but aren’t yet monetizing it,” Zuckerberg said on the earnings call late Wednesday.

The Bernstein analysts, who recommend buying the shares, said Meta’s ad revenues were led by strength in online commerce, gaming, entertainment and media, and that China-based ad demand “remained strong.” Meta has benefited from a surge in spending from Chinese discount retailers like Temu and Shein.

“Without sounding overly religious, you either believe in Zuck or you don’t, and we do,” the analysts wrote.

‘Incrementally positive’

Alphabet followed on Thursday, reporting ad revenue for the first quarter of $61.66 billion, up 13% from the year prior, with YouTube ad revenue jumping 21% to $8.09 billion. The company as a whole grew 15%, a rate last seen in 2022, and the stock shot up 10% on Friday, the sharpest rally since 2015.

During the quarterly call with investors, Alphabet finance chief Ruth Porat said the company is “very pleased” with the momentum of its ad businesses.

Analysts at Citi wrote in a note on Friday that the broader advertising environment is “clearly strengthening,” pointing to accelerating growth within Google Search and YouTube.

“We emerge from Q1 results incrementally positive on shares of Alphabet,” the analysts wrote, maintaining their buy recommendation.

Snap shares rocketed 28% on Friday after the company reported a 21% increase in revenue to $1.19 billion, the strongest growth in two years. In each of Snap’s past six quarters, sales either grew in single digits or declined.

The company said it’s seeing accelerating demand for its ad platform and benefiting from an improved operating environment, according to its investor letter.

Deutsche Bank analysts wrote in a report on Friday that Snap delivered a “much-needed” beat, and that its ad stack is back on track. The analysts, who have a buy rating on the stock, said investors appear “most encouraged by the ad platform investments, which are showing increasing promise.”

Despite the rally, Snap shares are still down 14% for the year.

Investors will get a clearer picture of the digital ad market next week, with Pinterest reporting on Tuesday alongside Amazon, which has emerged as a giant in online ads. Reddit will follow on May 7, reporting earnings for the first time since the social media company’s initial public offering in March.

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House committee asks Microsoft’s Brad Smith to attend hearing on security lapses

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House committee asks Microsoft's Brad Smith to attend hearing on security lapses

Brad Smith, vice chair and president of Microsoft, speaks at Gateway Technical College in Sturtevant, Wisconsin, on May 8, 2024.

Alex Wroblewski | Bloomberg | Getty Images

A House committee wants Microsoft‘s top lawyer, Brad Smith, to attend a hearing this month on exploits of the company’s software that resulted in hackers obtaining U.S. government officials’ emails.

Politicians regularly request that technology companies send their leaders to Washington. The CEOs of Alphabet, Meta and TikTok have all answered questions from members of Congress in recent years. Microsoft, the world’s most valuable public company, sells subscriptions to email software that’s pervasive in business and government, making it an obvious target for hackers.

A proposed hearing before the House Committee on Homeland Security, at 10 a.m. ET on May 22 in Washington, would go over Microsoft’s response to China’s breach of U.S. government officials’ email accounts, which the company disclosed last summer. The attack involved accounts belonging to Commerce Secretary Gina Raimondo, the Rep. Don Bacon, R-Neb., and Nicholas Burns, the U.S. ambassador to China.

But Smith might not necessarily show up at the time the committee asked about in a letter it sent him on Thursday.

“We’re always committed to providing Congress with information that is important to the nation’s security, and we look forward to discussing the specifics of the best time and way to do this,” a Microsoft spokesperson told CNBC in an email on Thursday.

Last month, the Cyber Safety Review Board said in a 34-page report on the attack that “Microsoft’s customers would benefit from its CEO and board of directors directly focusing on the company’s security culture.”

Microsoft CEO Satya Nadella directed employees to put security first in a memo last week. The company announced operational changes that address shortcomings that the independent federal board identified in the report.

Charlie Bell, executive vice president for security, said the Microsoft would “improve the accuracy, effectiveness, transparency, and velocity of public messaging and customer engagement” after the board expressed concern about the company not correcting an error in a corporate blog post for months.

In January, Microsoft reported another cyberattack. This time, Russian intelligence gained access to some of the company’s top executives’ email accounts.

Committee chairman Mark Green, R-Tenn., and Bennie Thompson, D-Miss., said in their letter inviting Smith to the hearing that they were encouraged by the company’s plans to overhaul its security practices. But they said the company’s failure to stop attacks put Americans at risk.

“Given the gravity of the issues discussed above and the need for thorough examination and oversight, it is critical that you appear before the committee,” Green and Thompson wrote.

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Microsoft needs to prioritize security over feature development: Former CISA Director Chris Krebs

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China’s biggest chipmaker SMIC warns of ‘fierce’ competition as it misses quarterly profit expectations

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China's biggest chipmaker SMIC warns of 'fierce' competition as it misses quarterly profit expectations

BEIJING, CHINA – DECEMBER 04: A logo hangs on the building of the Beijing branch of Semiconductor Manufacturing International Corporation (SMIC) on December 4, 2020 in Beijing, China. (Photo by VCG/VCG via Getty Images)

Vcg | Visual China Group | Getty Images

Semiconductor Manufacturing International Corporation on Friday warned of intense competition in the chip industry after its first-quarter profit missed expectations.

“Competition in the industry has been increasingly fierce and the pricing for commodity products basically follows the market trends,” SMIC said on Friday during the firm’s earnings call.

“The company fulfills its [long-term view] through constructing quality technology platforms that leap here in mainland China by one to two generations,” said SMIC.

SMIC, China’s biggest contract chip manufacturer, is seen as critical to Beijing’s ambitions of cutting foreign reliance in its domestic semiconductor industry as the U.S. continues to curb China’s tech power. SMIC lags behind Taiwan’s TSMC and South Korea’s Samsung Electronics, according to analysts.

The company’s first-quarter net income plunged 68.9% from a year earlier to $71.79 million, compared with LSEG analysts’ average estimate of $80.49 million.

Gross margin slid to 13.7% in the quarter – the lowest the firm has ever recorded in nearly 12 years – according to LSEG data.

Revenue for the first quarter was $1.75 billion, up 19.7% from a year earlier, as customers stocked up on chips, SMIC said. This handily beat LSEG estimate of $1.69 billion.

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“In the first quarter, the IC [integrated circuits] industry was still in the recovery stage and customer inventory gradually improved. Compared to three months ago, we have noticed that our global customers are more willing to build up inventory,” SMIC said on Friday.

Customers are building up inventory to brace for competition and respond to market demand, the firm said, adding that it was unable to fulfil a few rush orders in the first quarter as some production lines were running at near maximum capacity.

SMIC’s chips are found in automobiles, smartphones, computers, IoT technologies and others. More than 80% of its revenue in the first quarter came from customers in China, it said.

Bracing for competition

In a bid to build up competitiveness and increase market share, the firm said it was prioritizing areas such as capacity construction and R&D activities for investments.

“[To] ensure that the company maintain its leading position in fierce market competition and maximize the protection of investor interest … the company plans not to pay dividends for the year 2023,” said SMIC.

“We believe that as long as there’s demand from customers along with our technology and capacity readiness, we can ultimately be bigger, better and stronger despite the fierce competition.”

The company expects second-quarter revenue to rise by 5% to 7% from the first quarter on strong demand, while gross margin could dip further to between 9% and 11%.

“Along with the increase in capacity scale, depreciation is expected to rise quarter by quarter. So the gross margin is expected to decline sequentially,” SMIC said.

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Tesla accused by NLRB of creating policies to chill workers’ unionizing efforts in Buffalo

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Tesla accused by NLRB of creating policies to chill workers' unionizing efforts in Buffalo

Elon Musk, co-founder of Tesla and SpaceX and owner of X Holdings Corp., speaks at the Milken Institute’s Global Conference at the Beverly Hilton Hotel,on May 6, 2024 in Beverly Hills, California. 

Apu Gomes | Getty Images

Tesla is being accused of taking steps to keep employees in Buffalo, New York, from unionizing, according to a complaint from the National Labor Relations Board.

On Tuesday, the NLRB’s regional director for Buffalo, Linda Leslie, filed the complaint. In it, she said Tesla “promulgated and maintained,” an acceptable use policy for workplace technology in 2023 that was meant to “discourage its employees from forming, joining, or assisting the Union or engaging in other concerted activities,” after allegations were raised by members of Workers United.

CNBC obtained a copy of the complaint through a Freedom of Information Act request.

The policy restricted Tesla workers from “recording, unauthorized solicitating [sic] or promoting,” and “creating channels and distribution lists,” among other things, the complaint said.

The NLRB also claims the policy had the effect of “interfering with, restraining, and coercing employees in the exercise of rights guaranteed” under the National Labor Relations Act, which generally protects workers’ rights to discuss organizing, join a union and collectively negotiate for better pay and working conditions.

The Tesla Buffalo plant was supposed to manufacture solar panels, but has been used more recently to assemble electric vehicle charging equipment, and to house a team of AI software data labelers.

Last month, the Buffalo plant was home to a number of job cuts put in place as part of a broader restructuring at the electric vehicle company. According to a WARN notice filed in the state, Tesla is laying off 285 employees in the state of New York, mostly at the Buffalo factory. The company is eliminating thousands of jobs worldwide after declining EV sales in the first quarter.

Tesla and CEO Elon Musk have clashed with union proponents for years and were found to have engaged in union busting. In 2021, the NLRB decided that Tesla violated labor laws when it fired a union activist, and when Musk wrote on Twitter in 2018: “Nothing stopping Tesla team at our car plant from voting union. Could do so tmrw if they wanted. But why pay union dues & give up stock options for nothing?”

An administrative court ordered the CEO to remove the post. Tesla challenged the order but its petition for review was denied. The post in question remains on Musk’s X account, where he has 182.7 million listed followers.

Tesla has also faced workers’ rights challenges in Europe. Last year, Swedish service technicians began a strike that continues today, with the labor group allowing for some authorized work to take place at times. The employees in Sweden, where a majority of the workplace is involved in unions, are seeking a collective bargaining agreement with Tesla.

Tesla didn’t immediately respond to a request for comment.

Read the complaint here:

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