Advertising Trends to Watch in 2024

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

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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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

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First Published on Nov 29, 2023


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