Cookies Will Finally Die in 2024
When Google first announced plans to disable third-party cookies on Chrome in January 2020, the news hit ad tech like an earthquake. But a lot has changed in the past four years. Now, as Google finally begins acting on those plans, the death of the third-party cookie is looking a lot more like opportunity than crisis. No doubt, this major shift will still present significant challenges. But more brands and agencies are upgrading their approach by building out their first-party data strategies. Read more from AdExchanger.
Data-driven Marketing Investments to Top $36B in 2024
U.S. spending on marketing and advertising will grow 10.7% this year to reach $570 billion, according to the 18th annual forecast from consultancy Winterberry Group. The growth rate is more than double what was seen in 2023, a period weighed down by macro pressures. Investments in political advertising, connected TV (CTV) and connected commerce, an umbrella term that includes retail media, will boost the industry in 2024. Read more from Marketing Dive.
6 Influencer Marketing Trends To Watch In 2024
The influencer marketing landscape is brimming with potential for significant shifts and innovations. Influencer marketing is an industry that’s always on the move, and right now it’s gearing up for some big changes that could shake things up for brands and creators alike. By understanding and utilizing evolving features, marketers can tap into a younger, tech-savvy demographic. Read more from Forbes.
Off-Peak TV: Number of U.S. Scripted Shows Fell 24% in 2023, Study Finds
Scripted TV output in the U.S. dropped sharply in 2023, thanks to a combination of twin Hollywood strikes and a pullback on content spending, according to a new study from research firm Ampere Analysis. In the U.S., the number of scripted series released last year dropped 24%, to a total of 481. That’s down from 633 in each of 2021 and 2022 — which may have been the apex years for “Peak TV.” According to Ampere, because of the time lag between series being greenlit and their premieres, the number is unlikely to rise in 2024. Read more from Variety.
Divisional Playoffs Score Record 50.4M Viewers For NFL
Two out of four divisional NFL playoff games notched record-setting ratings results in Nielsen-measured viewers. The highly touted, fiercely competitive game featuring the Kansas City Chiefs and Buffalo Bills on CBS posted a massive 50.4 million viewers on Sunday — the largest NFL audience ever outside the Super Bowl and conference championship. It was the first divisional game ever to top 50 million — and 10% higher than the same late Sunday afternoon divisional playoff game of a year ago. Read more from MediaPost.
