[eMarketer] What Big Tech reaction to a shaky economy means for advertising

It’s been called many names by many companies—restructuring, reorganizing, reshuffling—but the signs are clear: Social media and Big Tech are going through a dramatic shift as the economy and state of digital advertising enter uncertain territory, forcing companies to focus on the core of their businesses.

Last year’s AppTrackingTransparency (ATT) change upended the mobile app industry, sending social media platforms in search of new tracking solutions and revenue streams.

eMarketer posits that tech’s reassessment of priorities will result in some shorter-term advertising revenue gains for firms with large, established consumer bases. But many companies are also deeply entangled in projects that could take years to see through.

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