eMarketer Downgrades Online Ad Spending Forecast

For the third time in the last 12 months, Web researcher eMarketer has scaled back its estimates for online advertising in 2008 due to an uncertain economy.

The firm, which produces its spending estimates in part by culling together various predictions from top researchers in the space, now predicts that online ad spending in the U.S. will reach $24.9 billion, down slightly from the $25.9 billion forecast issued last March. That March figure represent a slight downgrade in expectations itself, as eMarketer had original put spending expectations for 2008 at $27.5 billion last October.

Also, this past May, eMarketer reduced it