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One of the oldest advertising channels on the internet continues to expand, attempting to break through from its current marginal position.

Key takeaway: Costlier data centers could raise prices for web hosting, video and audio streaming, ecommerce, AI, and apps and services. These costs will likely be passed down to businesses and consumers relying on these services and could result in them seeking cheaper alternatives or canceling subscriptions and services. Budgeting for those changes in advance will likely be the smart play.

Click here to view our full forecast for Walmart ecommerce channel search ad revenues. Walmart’s conquesting tools are a sign it has leverage over buyers. Conquesting is the practice of bidding on competitors’ branded keywords. It puts advertisers in the position of having to pay to defend search terms related to their brands, driving up ad costs and potentially disrupting the end user’s experience.