While the move to a self-serve advertising platform in June 2017 sparked a rise in the number of advertisers on Snapchat, it also resulted in lower ad prices on the platform, according to the latest forecast from research outfit eMarketer.
eMarketer lowered its projection for 2018 net digital ad revenues in the U.S. to $662.1 million from the $1.03 billion it predicted in March, and the company said it now believes Snap Inc. will not top $1 billion in U.S.
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