Some ad industry forecasters just increased their projections for this year, suggesting optimism around political spend, the Olympics, CTV, and other factors.

What’s driving the rosy outlook for the U.S. ad industry this year?

Premium streaming services are showcasing their benefits for advertisers with authenticated audiences as Generative AI surges on the likes of YouTube and TikTok.

As AI junk floods YouTube and TikTok, premium content could prove its value for advertisers

Thanks to advances in AI’s analytical power, the technology has the potential to cut down browsing time for viewers on streaming platforms.

Don’t know what show to stream next? AI can help

Or, how some news publications are looking to the future by turning to advertising and niches.

The great restructuring of digital news media

The electronics giant saw a major improvement in online to offline sales attribution after implementing a custom solution leveraging Unified ID 2.0 (UID2).

How Samsung Electronics Canada is 'future-proofing' its business with UID2 as cookies crumble

Political advertising experts say there’s a lot that brands across sectors can learn from how political campaigns operate.

Taking a page out of the political playbook: What marketers can learn from 2024 presidential campaigns

PepsiCo’s strategic use of decisioned buying boosts brand presence and finds success in India’s CPG marketplace.

PepsiCo boosts brand presence and finds success in India’s diverse CPG market

Programmatic advertising is helping grow revenue for podcasting, one of the fastest-growing digital channels in the U.S.

Can programmatic help podcasts find the money?

New data suggests an opportunity for streaming services to focus their attention on winning back those who canceled, at a time when the metrics of success are shifting.

32% of U.S. streaming cancellations are ‘won back’ after 6 months

Streaming’s premium environment lifts brand impact and outperforms social media across all points along the purchase decision journey, according to a new report by Magnite.

71% of TV viewers in Southeast Asia watch ad-supported streaming

Viewers are increasingly turning to smaller streamers to satisfy their appetite for original programming.

Smaller streamers’ share of global demand for originals increased 36% in a year

A new report surveying 150 U.S. agency and brand leaders reveals the industry is tipping further toward connected TV (CTV).

63% of U.S. advertisers are prioritizing CTV at least as much as linear TV during upfronts

Over-the-top (OTT) users in India are up 13.5% as of the end of 2023; however, the rate of growth seen during the pandemic has since subsided.

Post-pandemic, 34% of people in India — 481 million consumers — are now streaming content

Connected TV (CTV) and other digital platforms are poised to take 28 percent, or approximately $3.5 billion, of U.S. political ad spending in 2024.

U.S. political ad spend on digital projected to jump 156 percent over last presidential election year

The biggest reason people share personal information with brands and retailers is for access to deals and exclusive perks, according to a new study.

74 percent of U.S. consumers are willing to share personal information with brands and retailers

According to GroupM’s annual global end-of-year forecast, retail media continues its emergence as a critical lever for marketers.

Retail media is expected to grow 8.3 percent in 2024, continuing its rapid rise

Record March Madness ratings is putting women’s basketball in the spotlight, and advertisers are taking notice by increasing their media spend.

March Madness just proved the power and scale of women’s sports. Advertisers are watching.

DRAX Direct streamlines access to Disney’s streaming advertising business with The Trade Desk, as advertisers increasingly lean into connected TV (CTV).

Disney streamlines access for advertisers, aiming to automate 75% of ad revenue

NBCUniversal is opening up Peacock ads to be purchased programmatically for all streamed 329 Olympic events this year.

The ‘crème de la crème’: 2024 Paris Olympics goes programmatic on Peacock

A recent survey suggests many sports fans in the U.S. care more about their favorite sport than anything else on TV, even in the offseason.

How streamers are keeping sports fans satisfied even in the offseason

Even in a year when Barbie dominated the box office, new data shows how women are still underrepresented in Hollywood, both in front of and behind the camera.

Hollywood is leaving money on the table by not marketing more movies to women

During this year’s Forward ’24 event, advertisers shared how they are leveraging live sports as it moves into streaming.

How streaming is changing the game for live sports and advertisers

Some media companies are no longer keeping their content close to the vest and are sharing programming across platforms. It could create a vast opportunity for advertisers.

Why streaming platforms are loosening up on exclusive content

New streaming TV ad formats could unlock better results for brands and a positive experience for viewers.

Streaming must innovate past the 30-second ad to help unlock its true potential

Two of France’s biggest broadcasters to adopt alternative identifier EUID.

Streaming giants will face stiffer competition for CTV ad dollars in France

At the IAB Tech Lab’s “As the Cookie Crumbles” event, engineers and members of IAB Tech Lab’s Privacy Sandbox task force discussed their main challenges when analyzing the privacy technology.

Engineers sound off on Google’s Privacy Sandbox at IAB Tech Lab cookies event

Could retail data be the perfect expression of deterministic data?

Just for conversions? Why marketers may be missing the bigger picture on retail data.

TV has long been valued for its reach, but omnichannel strategies are showing their ability to scale

How consumer health giant Reckitt is future-proofing its marketing efforts by going omnichannel

As Generative AI rises and Google deprecates third-party cookies, digital news outlets have an opportunity to create more direct relationships with readers.

With AI looming as a threat to news sites, publishers push back

Social media remains a key source of traffic for news publishers, but changing audience preferences could bring unexpected benefits to publications.

As Meta tightens the traffic tap, where will news publications turn for audiences?

The Interactive Advertising Bureau (IAB) Tech Lab concludes that Google’s Privacy Sandbox could stymie competition and impact the ad industry’s growth.

‘The industry isn’t ready yet’: A new report highlights flaws in Google’s Privacy Sandbox

As the phaseout of third-party cookies begins, a look back at 10 key moments over the last year that helped redefine the new ad-tech landscape.

The ticking clock on cookies: A critical time for identity

Chief marketing and digital officer for L’Oréal in South Asia-Pacific, the Middle East and North Africa, Bradshaw-Zanger is focused on brand equity in a mobile-first marketplace.

L’Oréal’s Lex Bradshaw-Zanger on brand-building in a mobile-first marketplace

At Ford, Jennifer Brace’s role is to prepare the automaker for all the potential scenarios and consumer trends that could impact the company’s success in the future.

Meet Ford’s Chief Futurist, who prepares for at least 4 futures at once

General Motors’ lead of diverse media strategy and investment says that one day, she would like diversity ad spend to simply be part of how companies look at their overarching media strategies, instead of existing as a line item.

GM’s Brianne Boles-Marshall is on a mission to support Black-owned media

The Guardian US has increased its ad revenue 42 percent year over year. Luis Romero, the head of sales in North America, shares insights into his strategy: branded content, green ad dollars, and leaning into lifestyle/sports coverage.

The Guardian U.S.' SVP of ads on brand strategy, green ad dollars, and soccer

The Guardian US' SVP of ads on brand strategy, green ad dollars, and soccer

Marketers should be asking themselves the hard questions as they consider new channels, says Johnson & Johnson’s Andrew Jude Rajanathan.

Johnson & Johnson's EMEA media lead on how the consumer health giant is approaching marketing as inflation bites

Lee Walsh, Uber’s global head of media, offers insights on the company’s brand marketing around its new membership program Uber One, and explains why the company is embracing the upfronts as it moves media spend to connected TV.

Lee Walsh, Uber’s global head of media, on marketing across 10,000 cities

One of the innovators of programmatic advertising talks about the importance of measuring emissions in digital advertising.

5 minutes with Brian O’Kelley

Here’s what it takes to be an award-winning trader

Why traders are the rock stars of programmatic campaigns

During the Green Media Summit in New York last week, ad industry professionals expressed that a more sustainable future may require regulation and peer pressure.

The ad industry grapples with going green

B2B brands are becoming more consumer-like and leaning on live sports to reach their audiences.

Why are so many B2B firms sponsoring the Olympics?

More than 14,000 people attended the inaugural Web Summit Qatar in February 2024 to hear about the Middle East’s digital transformation.

The AI revolution is coming for advertising: Top takeaways from Web Summit Qatar 

In today’s marketplace, women are still very much underrepresented in ads, despite holding the majority of spending power.

What brands can learn from Stanley and the buying power of women

To engage with fans during the 2024 Super Bowl, brands innovate across channels as viewers turn to new ways to watch the game.

For the 2024 Big Game, brands go omnichannel and fans stream

A slate of augmented and mixed-reality devices could bring disruptive innovation to the smartphone and the advertising ecosystem it supports.

Mixed reality is the next shiny thing for marketers, but some remain cautious

Disney will roll out its audience graph in all international markets where Disney+ with ads exists, the company announced at the CES.

The ‘unrivaled’ move you might have missed from Disney’s early upfront at CES

AI, streaming, identity, the smart home, spatial computing, and health tech dominates panels and the showroom floor at the 57th annual Consumer Electronics Showcase (CES).

Simplifying the streaming experience and AI fatigue: 5 major insights from CES 2024

How marketers are adapting their strategies to societal shifts and industry trends.

Culture

Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.

Marketing Strategy

How streaming is transforming how we watch television.

Streaming

Chief Commercial Officer, The Trade Desk

Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.

Opinion

Premium

Everything digital marketers need to know to make their jobs easier.

Office Hours

Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.

The Latest

Not Found

Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.

Data Privacy

A spotlight on leaders from across the advertising industry

Leaders

Bite-size articles and infographics featuring the latest data every marketer should know.

The Readout

You’ve reached the end of the open internet! <br/> (Or at least the end of our search results.)

A wave of retail data is sweeping Europe, with advertisers increasingly relying on it amid cookie deprecation and an evolving regulatory landscape.