The number of media buyers pressing pause on ad spend increased from 24% to 37% between mid-March and mid-April as lockdown measures to combat the Covid-19 pandemic devastate economies, according to IAB research.
As a result, some are calling the health of the independent ad-tech ecosystem into question with even Google—by far the largest player in digital advertising—feeling the squeeze on its ad businesses. “We anticipate that the second quarter will be a difficult one for our advertising business,” Alphabet and Google CFO Ruth
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