And just like that we find ourselves in the middle of a destructive trade war, something the world hasn’t witnessed since the Smoot-Hawley Tariff Act of 1929. That legislation, also intended to protect domestic industries, triggered global retaliation and helped usher in the Great Depression.
Are we headed for another (self-inflicted) recession? Economists across the globe say yes. Tariffs don’t just raise prices, they inject uncertainty into every corner of the market, from supply chains to consumer confidence.
And when people and brands feel uncertain, they hold onto their money. That doesn’t mean they stop buying altogether, it just means they buy differently. Each purchase is carefully considered.
Here is a playbook for surviving and growing during times of economic uncertainty.
Step 1: Don’t Cut Back on Advertising
History — and Harvard Business Review — have the same message for us every time the economy tightens: cutting your marketing budget is a short-term reaction with long-term consequences. Brands that stay visible during downturns often gain market share, precisely because their competitors go dark. Fewer ads mean less competition for attention, making it easier to stand out and connect.
Recessions also lower media costs, giving marketers more bang for their buck. Products launched during downturns tend to perform better and last longer, thanks to quieter markets and more efficient campaigns. In fact, during the 2008–2009 crisis, brands that continued to invest saw a 20% higher increase in brand value compared to those that pulled back.
Even in uncertain times — especially in uncertain times — visibility pays off.
Step 2: Be Smarter About Your Media Buys
As a marketer, you’re under pressure to deliver real outcomes with every impression. But most digital campaigns are still built on guesswork. Based on insights from our DSP partners, only 10-30% of campaigns use audience data, and much of that is based on (inaccurate) assumptions rather than insight. Take the common stereotype: a woman aged 25 to 45 must be a mom shopping for diapers. Maybe she is. Maybe she’s not.
The path to efficiency is validating need, not assuming it. If a consumer doesn’t have kids, why show them ads for school supplies? If they live in a city with extensive public transit, why waste your budget on tire ads?
Digiseg solves this by using civic data from public sources, such census records and tax rolls, to infer likely needs based on where someone lives. We don’t rely on cookies or online behavior. Instead, we connect digital activity to neighborhood-level data points like income, family life cycle, and home ownership. This lets us avoid serving baby product ads in dorm-heavy zip codes or car ads in neighborhoods with low vehicle ownership.
The result? Smarter targeting, less waste, and higher impact, especially when every Euro, every peso, every Lira and every dollar counts.
Step 3: Take Advantage of the Hidden Value of “Unaddressable” Inventory
One of the best opportunities to drive budget efficiency is to target the so-called “unaddressable” inventory. (We put it in quotes because we know these impressions are incredibly valuable and cost efficient.)
Unaddressable inventory (i.e. impressions from Safari, Firefox, and users who opt out of tracking) is often dismissed as low-quality. But that assumption costs marketers both reach and efficiency. The problem isn’t the audience. It’s the lack of familiar tools to evaluate them. But Digiseg data changes that.
Because Digiseg’s audience segments are built on anonymized civic data, we see the audience behind the impressions. By combining these insights with IP-based signals, we can infer meaningful audience profiles — even in environments with no cookies, IDs, or consent flags.
If a user accesses a site from home in a neighborhood full of young families and starter homes, that’s likely a parent. And if they’re browsing from their couch, relaxed and open to discovery, that’s a prime opportunity for a brand that sells, say, children’s clothes or family-focused services.
Far from being worthless, this so-called “unaddressable” inventory is often cheaper — up to 70–81% — because there’s less competition, making it the perfect tactic for budget-conscious marketers.
Step 4: Target Validated Consumers at Scale
In addition to targeting based on consumer intent, Digiseg data offers massive scale. Why? Digiseg segments entire countries into neighborhoods of 100–500 households, layering statistical data such income, lifecycle stage, home type, and more.
This methodology allows you to target large-scale audiences across devices and markets. Our data covers 80% of the market, so you can reach all potential consumers who have a use for your products.
Step 5: Don’t Let this Crisis Go to Waste
Downturns are more than just moments to survive, they’re opportunities to grow. With fewer competitors in the market and more affordable media, now is the time to raise awareness and add new customers to your rolls.
Unaddressable inventory isn’t the liability it’s made out to be, it’s a hidden gem. It gives you access to valuable audiences at a steep discount. And with Digiseg, you can ensure that every impression goes to someone with a validated need for your product, especially now that consumers are cuting back on discretionary spending.
Don’t let a crisis go to waste. Talk to Digiseg today.