Unity Software Inc. (U) shares plummeted 5.43% during intraday trading on Thursday, following the company's mixed fourth-quarter 2024 earnings report that raised concerns over its transition to the new Vector advertising platform.

While Unity Software beat revenue expectations and demonstrated improved financial discipline, the company's core strategic portfolio grew only 4% year-over-year, disappointing investors. The lackluster growth was primarily attributed to the strategic portfolio reset and the impact of the company's transition to its newly announced AI-powered Vector advertising platform.

Analysts cautioned that the shift to Vector could pose near-term challenges for Unity Software as it navigates an increasingly competitive mobile marketing landscape. Despite Vector's potential to deliver deeper insights and optimize performance through AI-driven targeting, the transition period may weigh on the company's advertising business in the short term.