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Look at the percentage change line, the red one, it's clearly showing deceleration from 22.4% growth in 2024 down to 15.6% by 2028. This suggests the market is already maturing and could plateau much earlier than analysts expect. We've seen this pattern before with mobile advertising and programmatic - initial hypergrowth followed by reality setting in. The recession signs we're seeing now will likely compress these numbers further as brands cut experimental channels first when budgets tighten.