Während die digitale Werbung vor einem Jahrzehnt noch relativ wenig verbreitet war, ist sie heute die wichtigste Plattform für die Marketingaktivitäten der meisten Unternehmen.
Ein Zusammenspiel mehrerer Faktoren trägt jedoch zu der derzeitigen Rezession bei den Ausgaben für digitale Werbung bei und wirft Fragen hinsichtlich des langfristigen Wachstumsprofils des Sektors auf.
Für die längerfristigen Aussichten der Branche sind jedoch wichtige strukturelle Merkmale ausschlaggebend.
Das Wachstum der Ausgaben für digitale Werbung war in den letzten Jahren geradezu spektakulär. Nach einer relativ geringen Verbreitung vor einem Jahrzehnt ist die digitale Werbung heute die wichtigste Plattform für die Marketingaktivitäten der meisten Unternehmen. Und es ist
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