Advertising duopoly of Google (in search ads) and Meta being challenged

The digital advertising industry has been dominated by the duopoly of Google (in search ads) and Meta (in social media), they are now being challenged simultaneously . 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. What is the future of online advertising like ?