The Digital Markets Act (DMA), originally set to go into effect in October, may see enforcement delayed.
Regardless of the specific enforcement schedule, regulatory uncertainty and consumer sentiment about data harvesting and the practices of leading platforms and their advertisers mean tech companies need more diverse and robust GTM strategies. Distribution via the big channels is rising in cost and declining in effectiveness and predictability.
The more diverse and complex the ecosystem, the more stable. More and more companies are making an effort to branch out and build trust in the relevant communities from the ground up, instead of just hitting them with ads from above.