The US digital advertising landscape is poised for change as it maintains solid growth, projecting internet ad revenue of $259 billion in 2024, representing a 15% year-on-year increase. With uncertainties in macroeconomics and international trade, the sector remains a driving force, with connected TV (CTV) and retail media emerging as key growth areas. Predictions suggest that CTV ad spending alone could reach $33.3 billion by 2025, marking a shift towards a blend of traditional TV and digital advertising methods.
A major development is the reversal of Google’s plan to phase out third-party cookies (TPCs) aimed at user behavior tracking. This decision led to a relaxation in regulatory oversight by the UK’s Competitions and Markets Authority. However, the absence of comprehensive federal laws means states are enacting various privacy regulations, resulting in a fragmented compliance landscape. As TPCs persist, reliance on first-party data and safe collaborations in data clean rooms is on the rise, with significant advancements in AI enhancing targeting and measurement capabilities while navigating privacy rules. In this evolving ecosystem, the integration of multiple currencies and AI’s role in optimizing ad operations become crucial for maintaining competitive advantages in advertising.
👉 Pročitaj original: CIO Magazine
