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EMARKETER

Programmatic Ad Spending Forecast H1 2024

Cookie Deprecation Has Begun. Now What?

Report by Evelyn Mitchell-Wolf  |  Jan 19, 2024
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Report
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Executive Summary
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Table of Contents
Executive Summary
Programmatic shoulders the digital display ad market
Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
Walled gardens are in a deadlock against the open web
What’s next for programmatic advertising?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Programmatic will account for more than 9 in 10 display ad dollars this year. How it fares as the last legacy identifiers die out will make or break the future of digital advertising.
Topics
Programmatic Ad Spending
United States
Table of Contents
Executive Summary
Programmatic shoulders the digital display ad market
Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
Walled gardens are in a deadlock against the open web
What’s next for programmatic advertising?
Insider Intelligence Interviews
Sources
Media Gallery

Programmatic advertisers face a yearlong road filled with potholes as Google slowly deprecates third-party cookies in Chrome. Some will continue hand-wringing; others will double down on new testing opportunities. But spending won’t let up.

Key Question: Will cookie deprecation disrupt long-standing spending dynamics in programmatic advertising?

Programmatic Display Ad Spending Will Grow 3 Times as Fast as Nonprogrammatic in 2024
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Key Stat: Although nonprogrammatic display ad spending growth will accelerate in 2024, it will be three times slower than that of programmatic, which closely aligns with growth of the overall display market.

authors

Evelyn Mitchell-Wolf

Contributors

Ross Benes
Senior Analyst
Andrew Spink
Forecasting Analyst
Tracy Tang
Senior Researcher
Max Willens
Senior Analyst
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