The news: The days of heady increases in ad spending on US social networks look to be ending, leading to a dramatic revision in our growth forecast.
The downgrade in our forecast represents a stark reversal for the digital advertising industry, which benefited from heavy investment in online ads during the pandemic but is now being pummeled by rising interest rates, fallout from Apple’s privacy changes, and Russia’s war on Ukraine.
Winners and losers: The challenges tied to the current economic uncertainty are expected to weigh on social networks into the new year, but some platforms will fare better than others.
Go further: To learn more about changes afoot in the social advertising ecosystem, read our Social Network Ad Spending Forecast.
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