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The State Of Digital Marketing (Is Not Great)

The LUMA State of Digital Marketing report generally paints a rose-tinted scene for ad tech. The same is true this year, though a few metrics stick out.

For one, although every category is down in the past year, the market collapse fell heavily on SaaS companies, a category that excludes agencies. Of all the verticals LUMA tracks (agencies, tech services, marketing clouds, digital content and gaming, platform giants, martech and ad tech), only agencies, which are down 8% on average, outperformed the S&P 500 (down 14%). Tech services and consulting, such as Accenture, S4 Capital and Cognizant, dropped 23%. That’s better than the NASDAQ overall (down 28%), and better still than digital content (31%), marketing clouds (36%), big platforms (39%), martech (56%) and ad tech (60%).

Also, zero ad tech companies went public this year. A sole martech company, Nogin,…

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