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Learn More →Advertising Trends to Watch in 2024
Ad Spending Growth Levels Off, but ID Deprecation, AI, and Measurement Heat Up
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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.
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.
authors
Ross Benes, Evelyn Mitchell-Wolf, Paul Verna, Max Willens
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