Even the tech giants experience fragmentation as the grab for digital dollars expand. Just ask Twitter.

So much for Twitter's Trump bump.

Twitter suffered its first decline in ad revenue since becoming a public company in 2013. On Thursday, the service announced quarterly results showing $638 million in ad sales over the holiday period, which dropped from $641 million at the same time in 2015.

Twitter's ad revenue had seen slowing growth most of last year, but this is the first time it has seen ad sales fall like this.

"Revenue growth will continue to lag audience growth in 2017," Twitter said in its earnings release. "And [revenue] could now be further impacted by escalating competition for digital ad spending and the re-evaluation of our revenue product feature portfolio."

Twitter is struggling in face of competition with Snapchat, Instagram and others vying for the same ad dollars. Snapchat is set to test Wall Street's appetite for its business by going public this year.

Twitter's stock has plummeted over its poor performance.