2024 Key Trends in Digital Advertising: Adapting to the New Privacy Norm

December 21, 2023 / Published on IAB.com

The 2024 landscape presents an exhilarating array of trends that echo the dynamism and evolution we’ve witnessed over the years. As we stand on the brink of transformative changes, reminiscent of the monumental shifts brought about by GDPR and Apple iOS 14.5, privacy is no longer just a buzzword but a foundational principle shaping our operational strategies.

The impact of privacy regulations and continued data signal loss in this evolving environment cannot be overstated. As stricter privacy laws and technological advancements like Apple’s App Tracking Transparency framework continue to reshape the data landscape, businesses face the challenge of operating with reduced access to consumer data. This shift requires a fundamental rethinking of data-driven strategies, with a focus on developing more resilient and innovative approaches to data collection and analysis. Companies are compelled to pivot towards more privacy-conscious methods. These changes, while challenging, also present opportunities for growth and innovation in data processing and consumer engagement strategies. As the landscape evolves, adapting to these changes will be crucial for businesses seeking to remain competitive and maintain consumer trust in an increasingly privacy-focused world.

Here is a list of top 10 trends I see unfolding in 2024:

1. Transitioning Beyond Third-Party Cookies We’re witnessing a pivotal transition beyond third-party cookies, moving towards privacy-by-design targeting methods like contextual and cohort-based approaches. This shift, notably marked by Google’s Privacy Sandbox set to start phasing out cookies in January 2024, is further intensified by ongoing data signal loss by Apple and evolving data privacy regulations. This is more than a mere shift; it’s a reinvention of audience targeting and measurement that demands a deeper engagement with technologies that marry privacy with targeting accuracy. This transition has been a long time coming, and the industry has been -or should have been- preparing for these changes for the past three years, underscoring the need for adaptability and foresight in the evolving landscape of digital advertising.
2. AI: A New Era in Measurement and Attribution Artificial intelligence is taking center stage in measurement and attribution, filling the void left by the decline of traditional data signals. The use of synthetic data, blending ad tech and martech solutions, is set to revolutionize our understanding of consumer behavior and campaign effectiveness.
3. The Challenge of Cross-Channel Measurement Achieving a unified view of customer journeys will continue to be a challenge, yet we’ll see significant strides in this area. Despite evolving privacy regulations and technological shifts, innovations in cross-channel measurement tools will provide new insights into consumer behaviors across platforms.

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In 2023, amidst challenges and layoffs in the US-based advertising, marketing, and ad tech industry, Angelina Eng noticed a common struggle among her friends, colleagues, and network: finding new opportunities and resources as they seek their next career move. Leveraging her personal time on top of her day job at IAB, she began by sharing job openings she came across on her social feed. With a strong and engaged following, Angelina took the initiative to officially create 'Angie's Career Gazette' and has evolved into a comprehensive resource hub for all things career-related. From valuable career tips and advice to handpicked sources that keep you in the loop about the latest trends and industry news, I hope it's one of your go-to destination for professional growth.

About Angelina Eng (aka Ang | Angie | not?Angela)

With almost three decades of navigating the dynamic digital advertising landscape, Angelina Eng has become a renowned authority in this ever-changing field. Her background within prominent industry holding firms has propelled her into executive roles, spanning account management, media planning and buying, ad operations, and data analytics. Angelina's expertise extends to areas like data engineering, operational excellence, and advertising platforms. In her present position at the Interactive Advertising Bureau (IAB), as VP Measurement, Addressability & Data Center, she focuses on creating educational materials, best practices, industry standards, research and events that delve into topics such as addressability, media analytics, attribution, and more.

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