Programmatic advertising has experienced substantial growth in recent years. According to Statista, the global programmatic advertising market was worth $558 billion in 2023, marking an 11% increase in investment in programmatic digital advertising compared to the previous year. This growth reflects the evolving digital landscape and advertisers’ increasing trust in programmatic platforms. It highlights the maturity of the sector and the significant role it will play in the future of digital advertising. Below are the key programmatic advertising trends that I predict will shape the current year.
The year 2024 will mark an important milestone in the digital advertising and marketing ecosystem – the end of third-party cookies, known as the ‘cookiepocalypse’. This change is a direct response to the growing user demands for more privacy and the changing regulatory landscape. Marketers face the challenge of fundamentally rethinking their strategies to navigate this new environment successfully.