US Ad Growth Poised to Halve in 2023

The video discusses the slowdown in ad market growth from 10% to 5% in 2023, influenced by factors like brand safety concerns and Apple's changes. It highlights the impact of 2022 events, such as the Ukraine war, on advertising and market stabilization. The shift of television to digital is explored, showing how it diversifies the advertising market away from Google and Meta's dominance. The video also differentiates between brand and direct response advertisers, emphasizing the latter's focus on consumer reach without concern for brand perception rules.

How did the introduction of ad-supported tiers by platforms like Disney and Netflix change the advertising landscape?

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What does the term 'duopoly' refer to in the advertising market, and how has it changed recently?

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What are the differences between brand advertisers and direct response advertisers in the context of television advertising?

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