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Middle East tensions are creating revenue drag and planning uncertainty for agencies and advertisers, while AI-driven local search optimization emerges as a critical tactical priority. Publishers are simultaneously restructuring sales teams around outcomes-based models.
Iran war uncertainty is directly impacting agency revenue forecasts and advertiser spending confidence, with multiple sources flagging this as a material cost factor.
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AI-powered search is reshaping local discovery, requiring advertisers to adopt new geo-targeting and optimization strategies within a compressed 90-day window.
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