Online ad spend is continuing to grow year-over-year and accountable channels like search and performance/affiliate marketing will be the largest drivers of tha

Online ad spend is continuing to grow year-over-year and accountable channels like search and performance/affiliate marketing will be the largest drivers of that growth. The brand dollars are the ones that get thrown out of the window in an economic downturn. But companies still have to acquire new customers when the economy is bad and they are very likely to double down by spending their ad dollars on accountable media channels to hit their numbers. Startups that are building targetable/monetizable audiences will be just as likely to make an ad supported model work now as they would have been able to a year from now. Startups who believe that they will be able to just grow a really big general audience and magically monetize it with high price CPM ads from big brands are the ones that are in trouble.