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EMARKETER

Advertising Trends to Watch in 2024

Ad Spending Growth Levels Off, but ID Deprecation, AI, and Measurement Heat Up

Report by Ross Benes, Evelyn Mitchell-Wolf, Paul Verna, Max Willens  |  Nov 29, 2023
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Table of Contents
Digital ad spending is entering an era of modest growth
The cookie is down to its last crumbs—this time for real
AI is coming to … everything
Nielsen will sunset its legacy TV currency—eventually
The cable bundle is dead
The future of streaming media is ad-supported
Smaller walled gardens will cross-pollinate
Sources
Media Gallery
About This Report
Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.
Topics
Digital Advertising
United States
Table of Contents
Digital ad spending is entering an era of modest growth
The cookie is down to its last crumbs—this time for real
AI is coming to … everything
Nielsen will sunset its legacy TV currency—eventually
The cable bundle is dead
The future of streaming media is ad-supported
Smaller walled gardens will cross-pollinate
Sources
Media Gallery

After years of unbridled growth and unprecedented spikes stemming from the pandemic, the US digital ad market is settling into a period of more modest and predictable growth. But beneath those calm waters, there is turbulence in many parts of the ecosystem, including TV and connected TV (CTV) ad measurement, identifier deprecation, AI, and streaming.

Here’s what’s in the full report

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7charts

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Table of Contents

  1. Digital ad spending is entering an era of modest growth
  2. The cookie is down to its last crumbs—this time for real
  3. AI is coming to … everything
  1. Nielsen will sunset its legacy TV currency—eventually
  2. The cable bundle is dead
  3. The future of streaming media is ad-supported
  1. Smaller walled gardens will cross-pollinate
  2. Sources
  3. Media Gallery

Charts in This Report

US Digital Ad Spending Growth, 2020-2027 (% change)As of Q3 2023, Cookied Inventory Still Accounts for Most Programmatic Activity
Time Frame in Which Marketers in North America Expect Generative AI to Start Having a Serious Impact on Their Industry, July 2023 (% of respondents)Number of Currencies US TV/Video Ad Buyers Want to Have for Impression Measurement, March 2023 (% of respondents)
US Sports Fans Who Would Be Interested in Select Streaming Video Service Features, by Generation, March 2023 (% of respondents in each group)Share of US Premium SVOD Subscriptions, by Plan Type, 2019-2023 (% of total)
US Walled Garden Programmatic Digital Display Ad Spending, 2021-2025 (billions and % of total programmatic digital display ad spending)

authors

Ross Benes, Evelyn Mitchell-Wolf, Paul Verna, Max Willens

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