Digital advertisers have been in purgatory for years as Google repeatedly moved the goal posts for third-party cookie deprecation. With the deadline at last approaching, the industry has one eye on addressability, the other on AI, and all hands on deck.
Key Question: How prepared are advertisers for the looming demise of cookies, and how will the programmatic landscape evolve?
KEY STAT: In 10 years, smartphones and connected TVs (CTVs) have transformed digital advertising, growing to account for over three-quarters of US programmatic ad spending. Ten years from now, AI and ad tech consolidation will have reshaped the market yet again.
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Table of Contents
Executive Summary
Programmatic will face unprecedented change in 2024
Advertisers are (finally) dusting off conversations around cookieless alternatives
Ad tech consolidation is coming
AI will exacerbate some issues and alleviate others
How can advertisers get the most out of their programmatic strategies in 2024?
Co-Founder and Senior Vice President, Strategy and Innovation
Interviewed October 3, 2023
John Donahue
Up & to the Right
Partner
Interviewed October 3, 2023
Kurt Donnell
Freestar
President and CEO
Interviewed September 29, 2023
Kyle Dozeman
PubMatic
Chief Revenue Officer
Interviewed September 25, 2023
Angelina Eng
Interactive Advertising Bureau (IAB)
Vice President, Measurement, Addressability and Data Center
Interviewed September 29, 2023
Justin Evans
Samsung Ads
Global Head of Analytics and Insights
Interviewed October 2, 2023
Rachel Gantz
Proximic
Managing Director
Interviewed September 28, 2023
Damian Garbaccio
Affinity Solutions
Chief Business and Marketing Officer
Interviewed October 2, 2023
David George
Pixability
CEO
Interviewed September 29, 2023
Darrick Li
Guideline
Vice President, Sales, North America Media Owners
Interviewed September 25, 2023
Tony Marlow
LG Ad Solutions
CMO
Interviewed October 3, 2023
Dan Mouradian
Innovid
Vice President, Global Client Solutions
Interviewed September 27, 2023
Robert Silver
Razorfish
Executive Vice President, Head of Media
Interviewed September 27, 2023
Jackie Swansburg Paulino
Pixability
Chief Product Officer
Interviewed September 29, 2023
Ian Trider
Basis Technologies
Vice President, Product for DSP
Interviewed September 22, 2023
Mike Welch
Captify
CEO
Interviewed September 19, 2023
Simon Wong
Sabio
Executive Vice President
Interviewed October 3, 2023
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