As China’s economy slows and the West’s slides towards a recession, companies everywhere are squeezing their marketing budgets. Until recently, that would have meant cutting non-digital ads but maintaining, or even raising, online spending. With most ad dollars now going online, that strategy is running out of road. The pair face a weak economy and powerful new rivals.For the past decade there were two more or less universally acknowledged truths about digital advertising i.e. the rapidly growing industry was largely impervious to the business cycle and it was dominated by the duopoly of Google (in search ads) and Meta (in social media). What is your take on digital advertising in the near future ?

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