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Advertising Trends to Watch in 2024

Ad Spending Growth Levels Off, but ID Deprecation, AI, and Measurement Heat Up

About This Report
Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.
Table of Contents

After years of unbridled growth and unprecedented spikes stemming from the pandemic, the US digital ad market is settling into a period of more modest and predictable growth. But beneath those calm waters, there is turbulence in many parts of the ecosystem, including TV and connected TV (CTV) ad measurement, identifier deprecation, AI, and streaming.

Here’s what’s in the full report


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

Table of Contents

  1. Digital ad spending is entering an era of modest growth
  2. The cookie is down to its last crumbs—this time for real
  3. AI is coming to … everything
  1. Nielsen will sunset its legacy TV currency—eventually
  2. The cable bundle is dead
  3. The future of streaming media is ad-supported
  1. Smaller walled gardens will cross-pollinate
  2. Sources
  3. Media Gallery

First Published on Nov 29, 2023


Ross Benes, Evelyn Mitchell-Wolf, Paul Verna, Max Willens

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