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Programmatic Ad Spending Forecast H1 2024
Cookie Deprecation Has Begun. Now What?
Programmatic advertisers face a yearlong road filled with potholes as Google slowly deprecates third-party cookies in Chrome. Some will continue hand-wringing; others will double down on new testing opportunities. But spending won’t let up.
Key Question: Will cookie deprecation disrupt long-standing spending dynamics in programmatic advertising?
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Key Stat: Although nonprogrammatic display ad spending growth will accelerate in 2024, it will be three times slower than that of programmatic, which closely aligns with growth of the overall display market.
authors
Evelyn Mitchell-Wolf
Contributors
- Ross Benes
- Senior Analyst
- Andrew Spink
- Forecasting Analyst
- Tracy Tang
- Senior Researcher
- Max Willens
- Senior Analyst
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