A New Digital Age Has Begun: Are You Ready for The Fourth Wave of Advertising?
October 5, 2023
By Anthony Flaccavento
I have to admit surprise at how generative AI has so quickly grabbed everyone’s attention in 2023. Clearly, AI’s growing importance in advertising is undeniable, and I look forward to how it will shape our industry in the coming months and years. At the same time, we are on the cusp of an important shift that I predict will have more immediate consequences for our business.
With 2024 just around the corner, in a more accelerated manner than had been anticipated, Google’s long-awaited third-party cookie deprecation will kick into high gear. Reprioritizing consumer privacy — often compromised during the ID-based digital advertising era — has put cookies on the verge of extinction. Brands, online publishers, media agencies and ad tech companies are all standing at a strategic crossroads and the path they chart now will determine future sustainability and success.
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Courtesy of Association of National Advertisers
