Core Insights - Digital advertising has been a reliable growth engine for the business world over the past two decades, but it is now experiencing a slowdown after 16 years of double-digit growth, with future growth expected to remain in single digits [3][4][26] - The decline in search advertising is a significant factor contributing to this slowdown, as AI is disrupting the traditional search ad model, leading to reduced click-through rates and lower ad revenue for platforms like Google [4][10][27] - Retail media is capturing the traffic that search ads are losing, as e-commerce platforms like Amazon and Walmart optimize the shopping experience by integrating ads directly into their environments [7][19][24] Search Advertising Decline - Search advertising, once a reliable choice for digital marketing, is facing challenges due to AI's impact on user behavior, which reduces the need for clicks and diminishes the value of ad placements [4][8][27] - eMarketer predicts a compound annual growth rate (CAGR) of only 6.8% for search advertising in the coming years, which is lower than the overall digital advertising growth rate [4][19] Retail Media Growth - Retail media is becoming a significant player in the digital advertising landscape, with a projected growth rate of 22.3% in 2023, driven by its proximity to the point of purchase [19][20] - However, growth is expected to slow down to 10.2% by 2029, as inventory saturation and privacy concerns limit the effectiveness of external advertising [20][24] Display Advertising Resurgence - Display advertising is experiencing a revival, with a projected CAGR of 9.8% over the next four years, as its format evolves to include more integrated and engaging ad experiences [11][15] - The integration of AI in creative production is enhancing the effectiveness of display ads, allowing for real-time optimization and better targeting of audiences [15][18] Changing Budget Allocation - Advertisers are now required to be more flexible with their budget allocations, shifting funds to the most effective channels as traditional models become less reliable [26][29] - The competition among platforms is shifting from sheer traffic volume to providing a complete advertising solution that maximizes efficiency and return on investment [29]