Madison and Wall Podcast Ep. 34. Google's Search Durability, Tariffs and Advertising, More 1Q25 Results + Ads101 on Programmatic Advertising With Dentsu's Zac Selby
May 9, 2025
Zac Selby, the Global Addressable Lead for Dentsu Media, shares insights into the landscape of programmatic advertising and its critical role in digital marketing. He discusses the challenges facing the advertising sector, including the effects of tariffs and the changing dynamics of Google's search advertising. Zac emphasizes the importance of data in optimizing campaigns and navigating the complexities of audience targeting in a cookie-less environment, while also delving into how resource allocation impacts agency organization.
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Stagflation As Base Scenario
- Median consumer inflation expectations remain steady at 3.6% over the next year, reflecting current economic sentiment.
- Stagflation is likely the base case scenario, requiring businesses to plan and adapt accordingly.
Canada's Economic Outlook 2025-26
- Canada's economy is expected to grow 3.4% in 2025 and 2.9% in 2026, guided by Bank of Canada's outlook.
- Tariffs and deglobalization may impact economies longer-term, causing more friction and restrained growth.
Search Volume vs Revenue Reality
- A decline in Google Safari search queries does not directly imply reduced revenue since monetization depends on advertiser budgets, not search volume.
- Reduced search queries can mean higher search effectiveness rather than a threat to Google's core business.