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Traders Don't Think Facebook's Shift Will Benefit Twitter, Snap

  • Ad dollars won’t shift to smaller platforms, traders say
  • Facebook may just end up charging more for its ad space
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Zuckerberg Aims to Bring Facebook Back to Its Social Network Roots

Twitter and Snap aren’t likely to gain significant advertising dollars from Facebook’s decision to de-emphasize business content in favor of posts from family and friends, according to seven of eight traders and money managers surveyed by Bloomberg.

Some said Facebook may not even lose much advertising revenue in the long run, as the site could charge more for the reduced number of ads it will carry. Another common take among those surveyed was that Facebook could increase the advertising load on Instagram, which they said is currently under-monetized relative to the core platform.