The Recession Proof Myth of Digital Advertising

Digital advertising now represents 30% of combined revenues for Meta, Alphabet, Amazon, Microsoft, and Apple. While tech executives have long claimed this revenue stream is recession-resistant, emerging data suggests the opposite may be true. As digital advertising has matured from a niche channel to a dominant force controlling 60% of global ad spend, it appears to be inheriting—and possibly amplifying—the cyclical patterns that have always characterized the advertising industry.

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