The market has become increasingly wary of a softening economy and the potential for a recession. It's becoming a central talking point among executives in nearly every earnings call this quarter. Advertising, in particular, is bracing for a challenging environment, and companies have begun aggressively curbing their ad spending.

But not all advertising companies are created equal -- Alphabet (NASDAQ: GOOG) (NASDAQ: GOOGL) could hold up surprisingly well in an ad spending drought. Here is why.

Companies understandably try to spend less money when times are tough, and advertising can be a way to tighten the belt. But few things in life are created equal, and not all forms of advertising will see the same degree of pullback.

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Source Fool.com