Summary: Northbeam lowers reported ad revenue and spend metrics

Why It Matters: The company has significantly reduced the performance numbers it uses to prove its scale. This might mean they are cleaning up their data or changing how they count success.

What Changed:

• Ad-attributed revenue dropped from $23 billion to $16 billion.
• Ad spend tracked decreased from $12 billion to $7 billion.
• Impressions measured fell from 1.0 trillion to 0.6 trillion.
• Enterprise customer growth metrics changed from 14% to 9%.