Top 11 Programmatic Trends 2024

Programmatic advertising is going through significant and continuous growth: constituting nearly three-quarters (71%) of digital spending transacted programmatically across various platforms in 2023 according to Dentsu data. Forecasts from the IAB Europe indicates that most advertisers (74%) and agencies (80%) expect their investment in programmatic to increase over the next 12 months.

However, 2024 is poised to be a year of substantial disruption for programmatic advertising. Google is set to phase out all third-party cookies on its Chrome browser, which commands two-thirds of internet users. By the year’s end, these cookies will be entirely disabled, aligning Chrome with Firefox and Safari, both of which have enforced similar measures for years. The impending challenge is underscored by a recent survey revealing that merely 8% of marketers feel “fully prepared” for the impending cookie crackdown, with only 22% claiming to be “mostly prepared.”

To gain deeper insights into the challenges and opportunities awaiting programmatic advertising in 2024, we sought the perspectives of industry leaders spanning diverse sectors.

This report is brought to you by the Programmatic Summit 2024 – which kicks off in Melbourne on Thursday, 29 February at Pullman on the Park, followed by Programmatic Summit Sydney on Thursday, 7 March at ICC Sydney.

Buy tickets here.