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2024 Predictions: The Evolving Landscape of the Advertising Industry

Feature
The ad landscape faces another year of flux, with antitrust efforts starting to carve out a more level playing field for media organisations and AI tools promising new capabilities yet also threatening to compromise brand authenticity. This year will also see the endgame for cookies, leaving many marketers scrambling for alternatives. Meanwhile, consumers are clearly shifting to omnichannel viewing and CTV is showing significant growth. With continuous change across the industry, agility will be the key to success in the year ahead.

T minus zero for Google cookie deprecation

Cookies can’t be kicked down the road anymore and buy-side needs to catch up with sell-side peers in finding innovative alternatives.
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