Facebook’s advertising revenues won’t be quite as lucrative as previously thought, judging by the latest forecasts from eMarketer. The company says it expects Facebook to generate revenues of just over $5bn in 2012, $1bn less than its previous forecast from February. Unsurprisingly, eMarketer says this is Facebook’s fault rather than dodgy forecasting, pointing the finger at “underperformance throughout the first half of 2012, along with questions about the effectiveness of some of the site’s ad products”. Even so, eMarketer expects advertising to account for $4.2bn of Facebook’s revenues for 2012 – 83.9% of its total income.

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