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Demand Shifts

Category tremors — where budgets are moving, which motions are dying, and which are being born.

Gartner: $234 Billion in Software Spend Is Up for Grabs

Gartner says agentic AI puts $234 billion of enterprise software spend at risk by 2030, a repricing that hits per-seat pricing models hardest.

Jul 21, 2026 · 6 min read

Demand Shifts

Gartner: $234 Billion in Software Spend Is Up for Grabs

Demand Shifts

CAC up 222% in a decade, publisher traffic down a third. Where B2B attention actually went

Demand Shifts

CAC up 222% in a decade, publisher traffic down a third. Where B2B attention actually went

Every rented channel is getting more expensive while delivering less. The budget migration toward owned media is a rational response to arithmetic, and it is accelerating.

Jul 7, 2026

Gartner: $234 Billion in Software Spend Is Up for Grabs

Gartner: $234 Billion in Software Spend Is Up for Grabs

CAC up 222% in a decade, publisher traffic down a third. Where B2B attention actually went

CAC up 222% in a decade, publisher traffic down a third. Where B2B attention actually went

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