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Learn More →Top Trends to Watch in 2024
9 Ways Media, Commerce, and the AI Revolution Will Reshape the Market in the New Year
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Table of Contents
Executive Summary
1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
4. Short video will face a reckoning as monetization problems persist and messaging grows
5. TikTok will encroach further on Amazon as it eyes super app status
6. Platform partnerships will shift the ad spending landscape
7. China’s influence shakes up online shopping
8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
9. GenAI integration will supercharge search and transform the market
Sources
Media Gallery
About This Report
Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.
Table of Contents
Executive Summary
1. Cookies are going away in 2024, but the ad industry can’t seem to kick the habit
2. As ad-funded streaming takes a bigger bite of video time, pay TV’s decline will reach surprising depths
3. Prime Video will push CTV ad spending to a new milestone as linear TV tumbles
4. Short video will face a reckoning as monetization problems persist and messaging grows
5. TikTok will encroach further on Amazon as it eyes super app status
6. Platform partnerships will shift the ad spending landscape
7. China’s influence shakes up online shopping
8. Digital wallets will cement their position as everyday commerce enablers—in or out of the store
9. GenAI integration will supercharge search and transform the market
Sources
Media Gallery
Executive Summary
It’s hard to imagine that 2024 will be as transformative as 2023—but it might be. Between broader adoption of generative AI (genAI), a constantly evolving media and regulatory landscape, and new forms of commerce, 2024 will keep companies on their toes.
This report covers the top nine trends to watch in 2024.
authors
Insider Intelligence Analysts
Contributors
- Ross Benes
- Senior Analyst
- Sky Canaves
- Senior Analyst, Retail & Ecommerce
- Ethan Cramer-Flood
- Senior Forecasting Writer
- Suzy Davidkhanian
- Principal Analyst, Retail & Ecommerce
- Jasmine Enberg
- Principal Analyst
- Vladimir Hanzlik
- Executive Editor
- Jennifer Merritt
- Vice President, Content
- Evelyn Mitchell-Wolf
- Senior Analyst, Digital Advertising & Media
- David Morris
- Principal Analyst
- Paul Verna
- Principal Analyst
- Max Willens
- Senior Analyst
- Yoram Wurmser
- Principal Analyst
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