A new study from eMarketer reveals that US digital ad spend growth has slowed to less than 10% for the first time since 2019. What is going on here?

It actually marks a significant shift, as the industry has seen over 15 years of consistent double-digit expansion. Some are using the “r” word – as in: Is this a digital ad recession?

But it could be not a thing at all. On closer look the suggestions are that this is the impact of high tariffs, which increase the cost of doing business and force companies to tighten their budgets. Advertising as we know is one of the first areas to see cuts.

So, we will watch this space closely and update you as we go along. For now, keep calm and advertise.