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?
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.
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First Published on Nov 14, 2023
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