2024 will be a transformative year, to say the least. With the impending demise of third-party cookies, the advertising industry stands at a crossroads, prompting a reevaluation of strategies and a quest for innovative solutions. To better understand what’s to come in the new year we consulted some of ID5’s partners for their insights. Read on to learn how businesses will connect with audiences in 2024, explore programmatic trends, and some of the ethical considerations around privacy, advertising, and AI.

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Shifting to an Interoperable Open Internet – The Trade Desk

“The impending phase out of the third-party cookie in 2024 signifies a critical juncture for advertisers and media owners in preserving the fabric of the open internet. With an estimated 75% of online journalism funded by advertising, the stakes could not be higher. The inadequacy of cookies – originally designed for e-commerce in the 90s – is glaringly apparent in today’s omnichannel landscape, particularly with emerging channels such as streaming TV and audio. 

As we move from a single identity model to an interoperable open internet, it’s imperative that we invest in future-proofed solutions that preserve consumer privacy and provide publishers with the opportunity to redefine the rules of engagement and optimize revenue. The future of addressability relies on collaboration to preserve the online value-exchange and partnerships, such as EUID and ID5 ID, will be key to driving a more unified approach and ensuring the longevity of the open internet in 2024 and beyond.”   – Phil Duffield, VP UK, The Trade Desk                   

Retail Media’s Year of Action – Mediarithmics 

“Retail media will enter into a ‘year of action’, as most propositions currently lack the media, targeting and measurement sophistication that advertisers need and that the tech walled gardens offer. Some retail media networks have realised the need to fully commit to becoming a media company as much as they are a retailer. Those businesses will invest in data capabilities to offer insight-driven audience targeting, and to then close the loop on measurement to give transparency of performance to their advertiser partners.” – Phil Raby, Chief Revenue Office, Mediarithmics

The Battle Against Deceptive Advertising – Verve Group

“A critical theme reshaping the ad tech narrative in 2024 is made-for-advertising (MFA) sites. These sites make up a large share of online impressions, diverting a substantial amount of programmatic global ad spend and contributing to increased carbon waste and supply-chain optimization (SPO) challenges. Fortunately, in-app and CTV are immune to MFA, presenting an opportunity for a strategic, positive shift in budget allocation. Exchange spends will increasingly shift to deal spends (e.g., PMPs). Media buyers will prioritize using publisher platforms that offer targeting alternatives based on synergies from first-party audiences and data supplementing behavioral data. As we adapt to the cookieless era, deals and segmentation emerge as crucial elements bridging the gap. This emphasis on first-party data and core strengths defines 2024 as a pivotal year in the battle against deceptive advertising practices and the pursuit of sustainable solutions within the ad tech industry.” – Morgan Jetto, VP/GM, Verve Group

AI and Third-Party Cookie Deprecation in 2024 – Nexxen

“I am bullish about Google cookie deprecation happening in 2024 given the increased focus for privacy regulations coupled with strong intent shown by Google collaborating with ad-tech partners, but only time will tell the impact it has on advertising flywheel. In parallel, due to the growing adoption of AI we will see a rapid increase of smart advertising allowing cognitive & communicative marketing aided by contextual & behavioral signals. AI will help advertisers understand and tailor ads to their relevant customers, analyze trends and patterns to optimize tactics real-time, automate ad-creation and ad-delivery processes and help data-driven decision making.” – Subhag Oak, SVP, Product, Data & Intelligence, Nexxen

Identity is an Absolute Must – AdForm 

“If 2023 has taught us one thing, it is that identity is not a trend but an absolute must for the industry. Indeed, we can expect the focus on high-quality, first-party data to only get stronger next year. What is up for question is whether Google’s Privacy Sandbox will be successful, or, if the sandcastle collapses and third-party cookies are not yet phased out. Whatever the outcome, brands need solutions to support successful advertising strategies beyond the walled gardens. If they haven’t already, they must use next year effectively to investigate available technologies that can tackle the challenges and opportunities of the multi-ID world. Those that are built with privacy by design, and provide access to addressable audiences across all advertising environments, will unlock business-specific outcomes. This will enable brands to finally change the game and take back control of their media investments.” – Andreas Sierts, VP Platform Products, AdForm

AI and Ethical Advertising – Virtual Minds

“One of the most important trends is certainly the increasing use of artificial intelligence (AI) in the data sector. Artificial intelligence for qualifying and segmenting data can help to provide relevant information more easily, quickly and in a more targeted manner. The use of AI can unfold extensive potential to create benefits and increase value, particularly in terms of inventory usage, monetization and precise and efficient customer contact. However, artificial intelligence requires ethical guidelines for its design and the use of its results. Firstly, to ensure that cognitive behavioral biases are not reflected in data and algorithms and thus reinforce or increase critical undesirable developments in automation, data-driven decision-making and machine learning. This applies in particular to the protection of users’ privacy and the handling of their data. Secondly, so that sustainability requirements resulting from the resource-intensive nature of the technologies are met. Commercial companies in particular have a responsibility to take appropriate care here in order to avoid legal and possibly regulatory problems.” – Tom Peruzzi, CTO, Virtual Minds 

Publishers Will Embrace Technology to Overcome Economic Uncertainty – Pubstack

“In an era marked by economic uncertainty and constrained budgets, the publishing industry faces a pivotal moment. The key to not just surviving but thriving in this dynamic landscape lies in the strategic adoption of unified, cutting-edge tools. Embracing these technologies enables publishers to transform into truly data-driven entities. By proactively refining monetisation strategies, leveraging comprehensive tools, and enhancing ad revenue channels, publishers can position themselves at the forefront of the industry. This forward-thinking approach is essential for navigating the challenges ahead and staying ahead of the curve in a rapidly evolving digital marketplace.” – Asmaâ Bentahar, CMO, Pubstack

Expect Tighter Data Protection Regulation – Eyeota, a Dun & Bradstreet company

“In 2024 we can expect the ongoing trend towards tighter regulations and increased protection of individual data privacy to continue, and enterprises that have invested in and adopted cookieless strategies, like employing universal IDs, will be poised to outpace their rivals. In the year ahead we can also anticipate a substantial impact from AI and machine learning on data optimization and audience segmentation driven by the diminishing use of third-party cookies. Though AI isn’t a replacement for third-party cookies, it will play a critical role as the primary catalyst and enabler of the technologies, tactics, and processes that are ultimately going to bridge the gap.” – Kristina Prokop, General Manager of Audience Solutions at DNB and Co-founder of Eyeota

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