Media owners should keep this in mind as growth tails off, Wieser said. "They need to make sure that they're mindful of whether or not their assumptions are realistic, or what needs to be true for their assumptions to be realistic."
These kinds of levels of outperformance are not normal," Wieser told AdExchanger. "So whatever the factors supporting them, it's hard to imagine them persisting."
Digital advertising accounted for almost two thirds of the industry's ad revenue during the past quarter, and grew 16.4% in Q2 - almost double its 2023 Q2 rate of 8.7%, in fact.
Wesier predicts digital growth will slow down with the rest of the advertising market, warning of potential deceleration factors like retail media networks losing momentum or Chinese cross-border advertising demand drying up.
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