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EMARKETER

Programmatic Advertising Trends Q4 2023

The AI-Driven, Post-Cookie Era Is Upon Us

Report by Evelyn Mitchell-Wolf  |  Nov 14, 2023
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Report
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Executive Summary
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Table of Contents
Executive Summary
Programmatic will face unprecedented change in 2024
Advertisers are (finally) dusting off conversations around cookieless alternatives
Ad tech consolidation is coming
AI will exacerbate some issues and alleviate others
How can advertisers get the most out of their programmatic strategies in 2024?
Insider Intelligence Interviews
Sources
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About This Report
The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.
Topics
Programmatic Advertising
US
Table of Contents
Executive Summary
Programmatic will face unprecedented change in 2024
Advertisers are (finally) dusting off conversations around cookieless alternatives
Ad tech consolidation is coming
AI will exacerbate some issues and alleviate others
How can advertisers get the most out of their programmatic strategies in 2024?
Insider Intelligence Interviews
Sources
Media Gallery

Digital advertisers have been in purgatory for years as Google repeatedly moved the goal posts for third-party cookie deprecation. With the deadline at last approaching, the industry has one eye on addressability, the other on AI, and all hands on deck.

Key Question: How prepared are advertisers for the looming demise of cookies, and how will the programmatic landscape evolve?

Over the Past Decade, Programmatic Has Gotten More Diverse and Mobile-Dominated
E-Mail ChartDownload

KEY STAT: In 10 years, smartphones and connected TVs (CTVs) have transformed digital advertising, growing to account for over three-quarters of US programmatic ad spending. Ten years from now, AI and ad tech consolidation will have reshaped the market yet again.

authors

Evelyn Mitchell-Wolf

Contributors

Ross Benes
Senior Analyst
Brian Lau
Forecasting Analyst
Tracy Tang
Senior Researcher
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