Programmatic Advertising Forecast and Ad Tech Trends H2 2024

Retail Media and Other Walled Gardens Still Have the High Ground With Cookies in Play

Report by Evelyn Mitchell-Wolf  | UPDATED: Mar 23, 2025
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About This Report
Advertisers won’t have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren’t going anywhere.
Topics
Programmatic Ad Spending
US

Programmatic’s share of the US display ad market continues to inch upward, despite ongoing disruption from privacy changes.

This deck will:

  • Contextualize programmatic ad spending growth.
  • Explore major challenges shaping programmatic budget allocations.
  • Examine the position of retail media in the programmatic ecosystem.

Here’s what’s in the full report

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First Published on Aug 9, 2024

authors

Evelyn Mitchell-Wolf

Contributors

Donte Gibson
Senior Charts Editor
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Andrew Spink
Forecasting Analyst
Matt Torpey
Senior Chart Editor
Max Willens
Yoram Wurmser
Principal Analyst