The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.

Next year, US podcast ad spend will pass the $2 billion mark, according to our forecast. We project double-digit growth through the end of our forecast period in 2027. New data from the Interactive Advertising Bureau (IAB) finds that podcast ads are trending toward brand awareness, with increasing emphasis on video formats.

US walled garden programmatic digital display advertising will cross the $100 billion mark next year, according to our forecast.

In 2023, we predict that walled gardens will lose share of total programmatic digital display ad spending for the first time since 2017, when we first began forecasting this segment, according to our Programmatic Ad Spending Forecast Q3 2023 report.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

Attention metrics are moving beyond consumer research into programmatic bidding strategies. But a lack of measurement standards is preventing mainstream adoption, even as AI-generated content threatens to upend engagement rates.

Programmatic advertising digital display ad spend will make up 90% of digital display ad spend in the US this year, and that share is growing, according to our forecast. Most of the $132.96 billion in spend will go to video, but non-video ads still make up a large portion. Here are five charts summarizing where programmatic ad spend is headed and the identity challenges it faces right now.

While advertising areas like connected TV and retail media boast strong potential, other channels, like social media and linear TV, are losing some steam. That’s why it’s important to explore other ad channels. For example, digital out-of-home advertising has made technological and creative leaps in the past few years, while the women’s sports ad opportunity is expanding. Here are some areas within digital advertising where you may be missing out on unlocking potential.

National CineMedia (NCM) announced Monday that it will sell movie screen inventory programmatically starting in Q4 of this year. Most US programmatic display ad spend growth comes from video, which will grow 30.2% between 2023 and 2025 for a total of $96.98 billion, per our forecast. NCM wants in on that growth.

US programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase, according to our forecast.

Bloomberg’s ad strategy has lessons for struggling publishers: The news outlet pivoted from third-party programmatic ads in January and has seen its CPMs jump 20%.

Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

Search is positioned to be generative AI’s first major consumer-facing playground. This is unexplored territory, and advertisers are bracing for big changes.

Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?

US display ad spend will grow by 15.7% this year, reaching a total of $163.29 billion. Here are five charts that offer a closer look at what display ad spending looks like in 2023.

Programmatic display ad spending is growing despite challenging economic conditions. Where it’s growing, and how fast, depends on how much data advertisers can access.

The Trade Desk shows a way forward for advertising: Strong adoption of its Unified ID 2.0 solution led the company to strong Q4 earnings.

Ad spending is moving to CTV, and marketers want to compare performance on CTV with video ad campaigns on mobile web and mobile in-app delivery. Industry KPIs, Insider Intelligence’s new benchmarking tool, lets advertisers evaluate the performance of their video ad dollars.

We lowered our expectations for digital ad spending next year amid ongoing data privacy challenges, post-pandemic normalization in investment, and overall market instability.

The US ad market has declined five months in a row, according to MediaPost and the Standard Media Index’s US Ad Market Tracker. But as people return to planes, trains, and automobiles, out-of-home (OOH) ad spend is growing. Here are five charts with what you need to know about this unique time for traditional, digital, and programmatic OOH advertising.