February Overview: Digital advertising news & trends


Published: 1 March, 2024

Every month, we select a few digital advertising industry insights to help industry players stay updated with trends and news. Enjoy February's industry insights and stay up-to-date!

Programmatic digital display ad spend will grow three times as fast as nonprogrammatic in 2024

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Key stat: This year, US programmatic digital display ad spend will increase 15.9% YoY, growing three times the rate of nonprogrammatic digital display ad spend, according to our December 2023 forecast.
Beyond the chart:
More than 9 in 10 digital display ad dollars will be spent programmatically this year, per our forecast.
Although transacting programmatically can lead to challenges in transparency and control, often with unknown intermediaries and limited performance reporting, there are still many benefits. Automation enables greater control over spending cadence and channel mix.
US programmatic digital display ad spend will grow 13.3% next year, reaching $178.25 billion, thanks to the rise of video formats on free ad-supported streaming TV channels and ad-supported video-on-demand tiers.
Continue reading: Insider Intelligence

Some Cookieless Alternatives ... Still Use Cookies

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Brands are facing some pressure to test alternatives for targeting and measuring audiences once third-party cookies on Chrome disappear, scheduled for the end of this year.
However, some solutions on the market that purport to prepare buyers and publishers for a future without cookies still use—and are greatly improved by—third-party cookies for targeting.
The use of third-party cookies while they are still working is not an issue, but some practices lurch toward misleading. Within the alternative ID space, which includes dozens and dozens of solutions, some use a technique called ID bridging.
Continue reading: AdWeek

Understanding User Retention: Definition, Measurement and Successful Strategies


User retention is more than just measuring how well a business can bring on new users—it also includes how well it can retain and delight current ones. A significant 60–70% of transactions are closed thanks to the loyalty of current consumers, even while new clients only make about 5–20% of total revenue. The considerable impact of customer retention is underscored by the fact that a 5% increase in user retention results in a profit surge spanning from 25% to 95%. Significantly, returning clients contribute an impressive 65% to the overall revenues of a company.
User retention is key to better ROI, user loyalty, and organic customer acquisition. Read on to see why your brand should prioritize user retention.
Continue reading: UBIDEX

Effective measurement should propel brands forward – not hold them back

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The world of digital metrics is fraught with misunderstanding, says Liam Wade at Impression. Brands should measure effectiveness, as well as efficiency, for the best results.
We’ve been deluded for too long in thinking we fully understand the impact of our digital activity, when the truth is that walled-gardens and limitations on web analytics made sure that we never really did. The cookie wasn’t all-powerful, even if it was ever-present. Now we’re being presented with an explosion of digital measurement techniques - some new, most old, and a huge proportion of them presented as perfect “proprietary” solutions.
Continue reading: The Drum

MadTech Podcast Special: ExchangeWire's Industry Review 2024

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ExchangeWire’s annual state-of-the-industry report is back and bigger than ever for 2024.
2024 has the potential to be pivotal for the entire media ecosystem. In this special episode of the MadTech Podcast, ExchangeWire's Lindsay Rowntree, Rachel Smith, Ciaran O'Kane and John Still pick their highlights from Industry Review, giving their takes on the eight pillars we see defining the industry this year.
Continue reading: ExchangeWire

Why The Marketing Funnel Is Dead (And How To Evolve)

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For too long, marketers have clung to the marketing funnel, blissfully unaware (or, in some cases, willfully ignorant) of the reality that today's consumers follow a buying journey that doesn’t follow a funnel. The days of casting wide nets with channel-first tactics are over. I believe that chief marketing officers who want their brands to be industry leaders must let go of the archaic strategies that once dominated their playbooks and instead focus their efforts on converting only the best of the best: their superfans.
Continue reading: Forbes

How the digital ad industry is forging a path to privacy-safe data

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With the deprecation of third-party cookies underway, there has seldom, if ever, been a more urgent moment for publishers and advertisers to revisit their data strategies. And those strategies must include collaboration.
“As third-party data sharing becomes obsolete, privacy-safe data collaboration is important because it’s a growth driver. With increased risks of data misuse, sharing user data to enable ad planning, activation and measurement is becoming increasingly difficult,” said Bosko Milekic, Chief Product Officer at Optable. “Collaboration is about the ability to take your user data and combine it with user data from your partners in purpose-limited ways to glean meaningful insights, enable measurement, and activate and model audiences with.”
Interoperability is also essential to post-cookies data success. However, amid changes in identity and data sharing, publishers, advertisers and other stakeholders embracing the importance of interoperability are challenged by the very underlying understanding and definition of “interoperability” itself. And that’s putting them at risk of falling short of creating privacy-safe ad products.
Continue reading: Digiday

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