Google announced that it will not complete third-party deprecation during the second half of Q4 2024 as originally planned.

“[Cookie deprecation] is a monumental change. It has also been a long time coming,” our analyst Evelyn Mitchell-Wolf said on a recent “Meet the Analyst” webinar. The signal loss will force advertisers to shift targeting strategies, campaign measurement, and identity solutions. But other trends—programmatic transaction methods and connected TV (CTV)’s growing share of ad spend—will stay their course.

Our newsletter team has already made a number of advertising and retail predictions, but now it’s time to combine the two. Retail media is still on the rise in the US (growing by a projected 28.6% this year), but competition is getting fierce. From commerce opportunities to consolidation, here’s what we expect to see from retail media in 2024.

It’s December, which means marketers should already have plans in place for 2024. The next year will be punctuated by increasing retail media and connected TV (CTV) ad spend, creator economy evolution, and even more AI. Here are five charts to prepare you for what’s ahead.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth—but at a slow rate. Buyers’ preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

Advertisers have dragged their feet on developing third-party cookie alternatives and are now under pressure to implement effective measurement solutions, our analyst Evelyn Mitchell said in a recent webinar. But new measurement options come with their own challenges, including slow adoption, lack of published test results, and limitations of first-party data.

In preparation for the cookieless future, marketers are homing in on first-party data to target consumers. Worldwide, 36% of marketing professionals expect that customer purchase history will be their most valuable source of data once third-party cookies are gone. Meanwhile, 32% see social media profiles as key, and 31% plan to rely on website registrations.

This report includes a breakdown of all the different types of data B2B brands can capture on their audience. It will also cover best practices on how to source this data and the best ways to manage and integrate it for actionable insights.

To drive and support digital transformation, marketing leaders must evolve their organization’s people, processes and partners. This report covers how modern marketing leaders can bring that to fruition.