Possibly nowhere. Advertisers reduce ad-spend when recessions are in the air.

Inflation also. If the ones buying adds have not managed to fully transfer their input cost increases to output price. They have to cut that money from somewhere. And adds are pretty reasonable place as it is not mandatory to function in short term.

And elsewhere, you have VC driven companies who have tougher situation for getting money to burn on adds for growth.

Everyone is building their own ad platforms now. I hear even kroger has one.

At a lot of companies, it isn't going anywhere. Many ads offer no ROI.