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.
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.
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Table of Contents
Executive Summary
Programmatic shoulders the digital display ad market
Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
Walled gardens are in a deadlock against the open web
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