OUTSOURCE & FORTIFY

OUTSOURCE & FORTIFY

2023 was a major downshift for publishers compared to the previous year, when they saw record CPMs and a surge in demand coming out of the COVID-19 pandemic. that many feel burnt out.
After the initial dip in CPMs during the height of the pandemic, 2022 saw a surge in CPMs that gave many publishers a positive boost. However, that momentum didn’t last, and the uncertain economy has led advertisers to tighten their budgets and look for lower cost ways to reach audiences.
 
In the lead-up to 2023, CFOs and CEOs were concerned about the potential arrival of a recession. Analysts and market experts had predicted a downturn in the marketing sector during the same year, further adding to the apprehension. However, as the year progressed, the anticipated recession failed to materialize, much to the relief of many. In fact, the stock market performed remarkably well during the first half of 2023, and companies’ earnings were looking promising.

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