Headshot of Giacomo Iotti, a B2C digital marketing manager who likes to write about digital news and trends.

Online marketing | Digital news & Trends

The online advertising industry is under pressure, for the first time in 12 years

online advertising
big tech
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The latest earnings report from tech giants like Alphabet Inc. and Meta show slower-than-ever growth.

The latest earnings report from tech giants like Alphabet Inc. and Meta show slower-than-ever growth. Meta even decreased revenue YoY for the first time ever.

The online advertising industry is under pressure, for the first time in 12 years.

Why?

🚫 Brands are reducing marketing spend in line with a slower market.

🚫 The privacy crackdown is damaging online ads' efficiency.

Is this a threat to digital marketers like me?

I would argue it's not: while the main players seem to be struggling, new ones are joining in.

✅ Amazon Ads is gaining momentum.

✅ Apple is heavily pushing its Search Ads product.

✅ TikTok is taking users away from Instagram and ad revenue with them.

✅ Netflix will soon sell ads via Microsoft, unlocking its immense inventory.

✅ Spotify is also growing, showing the power of audio ads.

Not to mention the metaverse and the opportunities it will bring.

Online advertising will just evolve, not stop.

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