Industry resurgence When the Federal Reserve started to aggressively hike interest rates last year, many analysts, investors, and economists were sure that a recession was imminent. With inflation showing signs of cooling down, and some experts believing that a recession is no longer a sure thing, the market for digital advertising is likely to continue picking up steam. It's hard to overstate Alphabet's ability to collect massive amounts of data that the company uses to successfully improve the services for its customers and users.