President Trump's new tariffs, particularly a 54% tariff on China, are expected to significantly harm Amazon and Meta, which rely heavily on Chinese advertisers. Analysts predict a shift in advertising strategies, with a potential move towards performance advertising and TV sports. The tariffs could jeopardize around $10 billion of Meta's US revenue from foreign advertisers, while Amazon's marketplace heavily features Chinese products. The effects are anticipated across multiple sectors, reflecting the interconnectedness of global supply chains.
"Retail media and digital media will be significantly impacted by these tariffs, especially because products shipped from China and Vietnam are meaningful to Meta and Amazon."
"The biggest losers you're going to see right now are companies based on Chinese-based advertising: social media and retail media."
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