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‘Stability, not flexibility’: Making sense of 2022’s ad spending narrative

February 10, 2022

Via: Digiday

If the digital ad market is at a moment of existential peril, as many of its observers seem to be warning, it’s a good time to pause for breath. Unfortunately, it’s also a moment when several misconceptions are clouding marketers’ thinking about privacy, macroeconomic pitfalls, walled gardens and how they intersect.

Perhaps the most widespread of these misconceptions is that slower growth of ad spending online is a bad thing. So bad, in fact, that Meta’s (previously Facebook) market value dipped by $230 billion in one day after it warned of a slowdown in ad dollars flowing into the platform throughout the year.

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