Programmatic Advertising Trends Q4 2023

The AI-Driven, Post-Cookie Era Is Upon Us

Report by Evelyn Mitchell-Wolf  | UPDATED: Feb 16, 2024
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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?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.
Topics
Programmatic Advertising
US
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?
Insider Intelligence Interviews
Sources
Media Gallery

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?

Over the Past Decade, Programmatic Has Gotten More Diverse and Mobile-Dominated
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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

    1. Executive Summary
    2. Programmatic will face unprecedented change in 2024
    3. Advertisers are (finally) dusting off conversations around cookieless alternatives
    1. Ad tech consolidation is coming
    2. AI will exacerbate some issues and alleviate others
    3. How can advertisers get the most out of their programmatic strategies in 2024?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Over the Past Decade, Programmatic Has Gotten More Diverse and Mobile-DominatedAs of Q3 2023, Cookied Inventory Still Accounts for Most Programmatic Activity
    Over Half of US Marketers Expected to Increase Their Use of Contextual Data This YearUS Marketers Expect Content Creation to Be the Digital Marketing Process Most Impacted by Generative AI

    Interviewed for This Report

    Paul Alfieri
    Cadent
    CMO
    Interviewed September 26, 2023
    Patti Boyle
    Dstillery
    CMO
    Interviewed October 3, 2023
    Julie Clark
    TransUnion
    Senior Vice President, Media and Entertainment
    Interviewed September 26, 2023
    Joel Cox
    Strategus
    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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    First Published on Nov 14, 2023

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Ross Benes
    Senior Analyst
    Brian Lau
    Forecasting Analyst
    Tracy Tang
    Senior Researcher