Forecasting Ad Spend in Volatile Economies

This chapter analyzes the forecasting of advertising expenditures amid economic uncertainty using a machine learning model that incorporates historical data and macroeconomic indicators. It explores the impact of tariffs on GDP and inflation, particularly focusing on the automotive sector's response and the shifting trends towards performance-based advertising. Additionally, the discussion covers how rising interest rates and economic changes threaten the growth of tech company advertising budgets while emphasizing the need for brands to adjust their strategies accordingly.