Emarketer – Advertising Trends to Watch in 2024

In the article "Advertising Trends to Watch in 2024" by Emarketer, they discuss several significant trends that will impact the advertising industry in the coming years. Firstly, they suggest that digital ad spending will experience only modest growth in the near future. This could signify a plateau in the rapid expansion of digital advertising. The second trend they highlight is the decline of cookies, which are integral to online tracking and targeting. Emarketer suggests that this decline will have real consequences for advertisers who rely on cookies for personalized marketing. Another notable trend mentioned is the increasing influence of artificial intelligence (AI). Emarketer predicts that AI will become prevalent across various industries, impacting everything from customer support to ad targeting. Additionally, the article mentions that Nielsen, a company known for its TV ratings and currency, will eventually phase out its legacy TV currency. This trend reflects the shifting landscape of television viewership and the need for new measurement metrics. In further support of the shift in television, Emarketer declares that the traditional cable bundle is effectively dead. Consumers are increasingly turning to streaming services, such as Netflix and Hulu, which offer alternative options for consuming media. Lastly, the article suggests that the future of streaming media lies in ad-supported platforms. As consumers become more accustomed to ad-supported streaming services, traditional advertising models may need to adapt to this changing landscape. Emarketer also predicts that smaller walled gardens, such as social media platforms and online marketplaces, will start to collaborate and share data, resulting in a more integrated advertising ecosystem. Overall, these trends point towards a changing advertising landscape where digital ad spending slows down, AI becomes more prevalent, traditional advertising models are challenged, and collaborative partnerships emerge.