Due to COVID-19, the ad tech industry is expecting a major downfall in the second quarter of quarantine. There will be a lot of closures and layoffs during this time as travel, retail, and entertainment decline. This has rippled into many brands canceling or losing their ad spend. Although it takes little to no time to purchase an ad, it can take months for anyone in the adtech atmosphere to see their share. Non-payment is going to become very common. Even though advertisers can change their messaging in creative, this won’t stop the virus from causing other implications that will perpetuate the consolidation of Adtech.
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LIS 4022 Spring 2020 