How will marketers react to uncertainty (thanks tariffs!)?

According to EMARKETERS Zach Goldner:

I think what marketers are going to do is what they always do during turbulent times.

Clamp down more on experimental spending

Reallocate more toward safer bets, like search > Lean more into the triopoly: Google, Meta, and Amazon

A Chinese pullback should lead to lower CPMs but be brave

Zig to the above zag

Now is the time for brand building and experimentation