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Programmatic Ad Spending Forecast H1 2024

Cookie Deprecation Has Begun. Now What?

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.
Table of Contents

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?

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.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Programmatic shoulders the digital display ad market
    3. Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
    1. Walled gardens are in a deadlock against the open web
    2. What’s next for programmatic advertising?
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Anthony Flaccavento
    General Manager, Americas
    Interviewed December 18, 2023
    Ken Gilberg
    The Trade Desk
    Lead Director, Marketplace Innovation
    Interviewed December 22, 2023
    Nich Weinheimer
    Executive Vice President, Strategy
    Interviewed December 18, 2023


    Evelyn Mitchell-Wolf


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