Originally published on JDN
Structuring Adtech in 2024
With the end of third-party cookies, adtech is entering a period of restructuring. Cookieless solutions are becoming essential for companies looking to maintain their competitiveness. First-party data is taking center stage in advertising strategies. Meanwhile, there is a growing emphasis on CSR commitments, with increased pressure on companies to reduce their carbon footprint while optimizing their campaigns.
Growth of Retail Media
Retail media is booming and is expected to reach $141.7 billion by 2024, with Amazon dominating nearly 88% of the market. This is pushing adtech companies to rethink their strategies to gain a foothold in this rapidly growing sector.
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