With 2023 coming to a close, 2024 is shaping to be an exciting year for ad tech, full of changes. Although ad tech is a rapidly changing industry, so new developments will alter the programmatic ecosystem like no other year before. In this post, we interview Sharethrough’s leadership team about their predictions for ad tech and digital media in 2024 on topics like sustainability, AI-driven innovations, video, CTV, and how brands and agencies will handle the emerging retail media landscape.
Watch Sharethrough’s 2024 Ad Tech Predictions Video
Top 5 Upcoming Trends & Predictions in Ad Tech for 2024
1. Moving forward in ad tech sustainability by adopting industry-wide emissions standards
In 2024, new carbon emissions standards will push the needle forward in ad tech sustainability. Industry bodies like the AdNetZero, IAB Tech Lab and GARM will help develop these standards and taxonomy. Advertisers will be able to show emissions reductions as part of their performance reporting.
Ben Skinazi, CMO: “2024 will be the year that the ad industry adopts standards for measuring emissions so we can all be working off a similar set of baselines to better track progress towards reaching net zero emissions.”
2. More net-zero commitments from organizations
Several members from all sides of the industry committed to net zero emissions in 2023. Along with a industry-wide emissions standard, more organizations will commit to net zero targets in 2024. Sharethrough’s Net Zero Publisher Program will help accelerate publishers’ commitment to net zero emissions.
Richard Ottoy, General Manager, EMEA: “We'll see more initiatives around AdNetZero ensuring that companies are publicly committed to becoming more sustainable and publishing those commitments on Science Based Targets initiative.”
3. AI-driven dynamic targeting will redefine the cookieless era
In 2024, Google officially deprecates third-party cookies in Chrome. As advertisers search for ways to reach their target audiences, more will turn to AI and its new capabilities. Using first-party cookies and contextual segmentation, AI-driven dynamic targeting will perform unprecedentedly.
Rob Slifka, Senior VP of Engineering: “Investing in Gen AI is a foundation for products that we can use to innovate for our customers and provide flexibility and efficiency for them and their campaigns and what they're trying to achieve on the exchange.”
4. Consumers will stream more video content
The amount of video hours that consumers watch will only continue to increase. Streaming platforms are introducing ad-supported tiers to win over more subscribers, considering that ads raise a subscribers CLV. As viewers flock to more streaming platforms due to increased affordability, marketing budgets will follow. How will streaming platforms meet marketers demands for scale and performance?
Curt Larson, CPO: “Over the last year, we saw continued consolidation in CTV platforms, forming bigger and bigger companies, taking a bigger share of consumer time. What that leads to is at least the potential for a more walled garden universe.”
5. Brand-Agency relationships will continue to evolve
The advent of ChatGPT has many brands and agencies collaborating on its potential use cases. So what’s in store for 2024? Agencies are diversifying their offerings, so there could potentially be some mergers and acquisitions, particularly around data capabilities and creative optimization. Additionally, growing demands for retail media will create new opportunities for agencies and publishers alike, beginning with standardization.
Patrice Marin, Chief Strategy & Partnerships: “As part of an effort to better support retail media and its new advertising implications, we'll have to see new, RTB specs to support that product listing across on site and off sites. Right now, there's no standardization, so very big opportunity for the industry to come together and scale this as a new format, and we think that will be an exciting thing to look ahead for ‘24.”
Make Sharethrough part of your 2024 marketing strategy
With brand-agency relationships continuing to evolve, consumers streaming more video content than ever before, a cookieless era will give rise to AI-driven dynamic targeting. All while the ad tech industry makes significant progress in becoming more sustainable by developing new standards and committing to net zero emissions targets. 2024 is an exciting time for the digital advertising and media industry.
Contact us to learn more about how Sharethrough can help improve your marketing outcomes.
With 2023 coming to a close, 2024 is shaping to be an exciting year for ad tech, full of changes. Although ad tech is a rapidly changing industry, so new developments will alter the programmatic ecosystem like no other year before. In this post, we interview Sharethrough’s leadership team about their predictions for ad tech and digital media in 2024 on topics like sustainability, AI-driven innovations, video, CTV, and how brands and agencies will handle the emerging retail media landscape.
Watch Sharethrough’s 2024 Ad Tech Predictions Video
Top 5 Upcoming Trends & Predictions in Ad Tech for 2024
1. Moving forward in ad tech sustainability by adopting industry-wide emissions standards
In 2024, new carbon emissions standards will push the needle forward in ad tech sustainability. Industry bodies like the AdNetZero, IAB Tech Lab and GARM will help develop these standards and taxonomy. Advertisers will be able to show emissions reductions as part of their performance reporting.
Ben Skinazi, CMO: “2024 will be the year that the ad industry adopts standards for measuring emissions so we can all be working off a similar set of baselines to better track progress towards reaching net zero emissions.”
2. More net-zero commitments from organizations
Several members from all sides of the industry committed to net zero emissions in 2023. Along with a industry-wide emissions standard, more organizations will commit to net zero targets in 2024. Sharethrough’s Net Zero Publisher Program will help accelerate publishers’ commitment to net zero emissions.
Richard Ottoy, General Manager, EMEA: “We'll see more initiatives around AdNetZero ensuring that companies are publicly committed to becoming more sustainable and publishing those commitments on Science Based Targets initiative.”
3. AI-driven dynamic targeting will redefine the cookieless era
In 2024, Google officially deprecates third-party cookies in Chrome. As advertisers search for ways to reach their target audiences, more will turn to AI and its new capabilities. Using first-party cookies and contextual segmentation, AI-driven dynamic targeting will perform unprecedentedly.
Rob Slifka, Senior VP of Engineering: “Investing in Gen AI is a foundation for products that we can use to innovate for our customers and provide flexibility and efficiency for them and their campaigns and what they're trying to achieve on the exchange.”
4. Consumers will stream more video content
The amount of video hours that consumers watch will only continue to increase. Streaming platforms are introducing ad-supported tiers to win over more subscribers, considering that ads raise a subscribers CLV. As viewers flock to more streaming platforms due to increased affordability, marketing budgets will follow. How will streaming platforms meet marketers demands for scale and performance?
Curt Larson, CPO: “Over the last year, we saw continued consolidation in CTV platforms, forming bigger and bigger companies, taking a bigger share of consumer time. What that leads to is at least the potential for a more walled garden universe.”
5. Brand-Agency relationships will continue to evolve
The advent of ChatGPT has many brands and agencies collaborating on its potential use cases. So what’s in store for 2024? Agencies are diversifying their offerings, so there could potentially be some mergers and acquisitions, particularly around data capabilities and creative optimization. Additionally, growing demands for retail media will create new opportunities for agencies and publishers alike, beginning with standardization.
Patrice Marin, Chief Strategy & Partnerships: “As part of an effort to better support retail media and its new advertising implications, we'll have to see new, RTB specs to support that product listing across on site and off sites. Right now, there's no standardization, so very big opportunity for the industry to come together and scale this as a new format, and we think that will be an exciting thing to look ahead for ‘24.”
Make Sharethrough part of your 2024 marketing strategy
With brand-agency relationships continuing to evolve, consumers streaming more video content than ever before, a cookieless era will give rise to AI-driven dynamic targeting. All while the ad tech industry makes significant progress in becoming more sustainable by developing new standards and committing to net zero emissions targets. 2024 is an exciting time for the digital advertising and media industry.
Contact us to learn more about how Sharethrough can help improve your marketing outcomes.
Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.
With 2023 coming to a close, 2024 is shaping to be an exciting year for ad tech, full of changes. Although ad tech is a rapidly changing industry, so new developments will alter the programmatic ecosystem like no other year before. In this post, we interview Sharethrough’s leadership team about their predictions for ad tech and digital media in 2024 on topics like sustainability, AI-driven innovations, video, CTV, and how brands and agencies will handle the emerging retail media landscape.
Watch Sharethrough’s 2024 Ad Tech Predictions Video
Top 5 Upcoming Trends & Predictions in Ad Tech for 2024
1. Moving forward in ad tech sustainability by adopting industry-wide emissions standards
In 2024, new carbon emissions standards will push the needle forward in ad tech sustainability. Industry bodies like the AdNetZero, IAB Tech Lab and GARM will help develop these standards and taxonomy. Advertisers will be able to show emissions reductions as part of their performance reporting.
Ben Skinazi, CMO: “2024 will be the year that the ad industry adopts standards for measuring emissions so we can all be working off a similar set of baselines to better track progress towards reaching net zero emissions.”
2. More net-zero commitments from organizations
Several members from all sides of the industry committed to net zero emissions in 2023. Along with a industry-wide emissions standard, more organizations will commit to net zero targets in 2024. Sharethrough’s Net Zero Publisher Program will help accelerate publishers’ commitment to net zero emissions.
Richard Ottoy, General Manager, EMEA: “We'll see more initiatives around AdNetZero ensuring that companies are publicly committed to becoming more sustainable and publishing those commitments on Science Based Targets initiative.”
3. AI-driven dynamic targeting will redefine the cookieless era
In 2024, Google officially deprecates third-party cookies in Chrome. As advertisers search for ways to reach their target audiences, more will turn to AI and its new capabilities. Using first-party cookies and contextual segmentation, AI-driven dynamic targeting will perform unprecedentedly.
Rob Slifka, Senior VP of Engineering: “Investing in Gen AI is a foundation for products that we can use to innovate for our customers and provide flexibility and efficiency for them and their campaigns and what they're trying to achieve on the exchange.”
4. Consumers will stream more video content
The amount of video hours that consumers watch will only continue to increase. Streaming platforms are introducing ad-supported tiers to win over more subscribers, considering that ads raise a subscribers CLV. As viewers flock to more streaming platforms due to increased affordability, marketing budgets will follow. How will streaming platforms meet marketers demands for scale and performance?
Curt Larson, CPO: “Over the last year, we saw continued consolidation in CTV platforms, forming bigger and bigger companies, taking a bigger share of consumer time. What that leads to is at least the potential for a more walled garden universe.”
5. Brand-Agency relationships will continue to evolve
The advent of ChatGPT has many brands and agencies collaborating on its potential use cases. So what’s in store for 2024? Agencies are diversifying their offerings, so there could potentially be some mergers and acquisitions, particularly around data capabilities and creative optimization. Additionally, growing demands for retail media will create new opportunities for agencies and publishers alike, beginning with standardization.
Patrice Marin, Chief Strategy & Partnerships: “As part of an effort to better support retail media and its new advertising implications, we'll have to see new, RTB specs to support that product listing across on site and off sites. Right now, there's no standardization, so very big opportunity for the industry to come together and scale this as a new format, and we think that will be an exciting thing to look ahead for ‘24.”
Make Sharethrough part of your 2024 marketing strategy
With brand-agency relationships continuing to evolve, consumers streaming more video content than ever before, a cookieless era will give rise to AI-driven dynamic targeting. All while the ad tech industry makes significant progress in becoming more sustainable by developing new standards and committing to net zero emissions targets. 2024 is an exciting time for the digital advertising and media industry.
Contact us to learn more about how Sharethrough can help improve your marketing outcomes.
Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.
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