Performance marketing is buzzier than ever: Google’s latest attribution partnership is a reflection of a tightening economy for consumers and brands.

B2B ecommerce growth is outpacing B2B product and electronic sales growth. And ecommerce site sales are taking an increasing share of the market. Macroeconomic conditions, buyers’ preferences, and AI use are fueling increased digital transactions, particularly through third-party marketplaces.

Big Tech’s existential crisis: Following a decade-long heyday, announcements from tech leaders, layoffs, and hiring freezes indicate an abrupt cultural shift. A crisis looms as economics distracts from innovation.