The unprecedented shocks to the global financial system in the last two weeks have left analysts scrambling to recalibrate their economic forecasts. What will these massive jolts mean for online ad spending? While most analysts recently lowered their forecasts yet again, almost across the board they are still predicting fairly bullish growth this year and next. Many are forecasting double-digit growth for online next year, in one case as much as 18 percent.

In this briefing note, Lauren Rich Fine, CFA, ContentNext’s Research Director, argues that all of this may be a case of wishful thinking.

In addition to Lauren Rich Fine’s role as research director at ContentNext, she serves as a practitioner in residence at Kent State University’s College of Communication and Information. Until recently she was a managing director at Merrill Lynch in Equity Research..

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