The start of 2024 was truly a whirlwind. From legal spats between publishers and big tech over AI, to the return of big-ticket investment in the ad tech industry, and of course Google delaying cookie deprecation (only to reverse track in July and decide against outright cookie deprecation).

To gauge industry response to these stories, we polled ExchangeWire Digest readers, composed of a global array of agency, brand, publisher, and technology professionals. In this report, we take a leaf out of the fabled opinion polls that preface the multiple elections in the year and delve into the findings from our weekly surveys.

Derived from the hot-topic news stories of the year thus far, we take a global snapshot of the following key topics:

• Use of AI solutions across the advertising industry
• Trending channels within the marketing mix
• Readiness of the industry for the deprecation of the third-party cookie within Chrome, and testing of Privacy Sandbox
• Role of curation in advertising strategies
• Measurement of carbon emissions, and efforts to reduce environmental impact
• Industry-wide efforts to reduce ad fraud
• Evolution and regulation of social media
• Marketing budgets in a bumper year of sports

 

Read on to find out how the industry reacted to the headline news stories of H1 2024, and what the future implications may be in years to come.

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