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Marketers Can Expect the Unexpected and Watch for Innovation in 2025

Ad Monsters

Targeting: Shifting to AI-Enriched Contextual Strategies and First-Party Data As the limitations of cookie-based solutions and traditional DMPs become more evident, 2025 will see marketers pivot to more effective and scalable targeting approaches. Heres how we can expect all of these trends and more to unfold in the coming year.

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Media Quality Remains Barrier to Programmatic Adoption, Finds IAB Europe

VideoWeek

For example, the proportion of agencies transacting more than 41 percent of their CTV buys programmatically fell from 47 percent in 2023 to 41 percent in 2024. In 2024, 44 percent of advertisers said they outsource their programmatic operations to agencies, up from 4 percent in 2023.

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YieldFest 2024 – Panel Discussion: Tackling Challenges and Seizing Opportunities in the Future of Digital Advertising

YieldBird

Were not sure what was happening during the year, but compared to 2023 the performance is much worse. Google retreated from planned extinction of third-party cookies. Viewability is important, will be important, but probably not enough. It also makes us think about things differently, so thank you Google for the opportunity.

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The WIR: Netflix Begins Rolling Out In-House Ad Tech, BILD Launches a Short-Form Video Offering, and Brands Seek Remuneration Shake Up

VideoWeek

Channel 4 App Launches on Apple Vision Pro The Channel 4 streaming app has launched on Apple Vision Pro, the UK broadcaster announced on Tuesday, making Channel 4 programming viewable on the mixed reality headset. There were brighter signs for the streaming business however, with revenues up 41 percent during the first nine months of 2024.

Ad Tech 95
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Post-Cookie Ecosystem: Publishers and Advertisers Focus on Contextual and Attention in 2023

Ad Monsters

Buy-side, sell-side, and every other nook and cranny of the ad tech ecosystem raised alarm bells a few years ago when Google first announced the annihilation of the third-party tracking cookie. But that has not stopped publishers and advertisers from preparing for a post-cookie world, at least not most of them. and increased to 45.1%

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A Post-cookie Survival Guide for Publishers – Tips From Nashville Pub Forum

Ad Monsters

His team has coined him the post-cookie savior. Core to his role is figuring out how to keep making programmatic money when the cookie crumbles. How Cookies Stole Ad Tech. How Cookies Stole Ad Tech. We constantly talk about the future of the cookie, but does anyone remember how we got here? . Bridging the Gap.

Cookies 97
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The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024

AdExchanger

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Google Chrome will deprecate third-party cookies, Privacy Sandbox will dominate the conversation, and media will continue having a major crisis, as years of removing friction between consumer and content has cratered the value chain.

Ad Tech 137