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.
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.
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Table of Contents
Digital ad spending is entering an era of modest growth
The cookie is down to its last crumbs—this time for real
AI is coming to … everything
Nielsen will sunset its legacy TV currency—eventually
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