Googlethe strength of search engine advertising helped it hold up better last quarter than many of its rivals, but the vaunted internet giant is not immune to the problems facing the sector of digital advertising as a whole. And now, amid economic malaise, and heightened regulatory scrutiny in various countries, Google is facing some of its biggest challenges ever. This analyst examines these headwinds.
Despite its size and strength, Google has vulnerabilities as advertising demand slows. His search power makes him a magnet for ad dollars, and over the past few years he and Meta monopolized the majority of digital ad spend. Recent quarterly results, however, suggest that it will not escape the current record inflation, market uncertainty, global repercussions of war and a decline in consumer and business activity.