Originally published on Comarketing.
Major Trends for 2024
The end of third-party cookies forces adtech market players to adopt cookieless solutions. Educating the market on first-party data is crucial. Meanwhile, CSR commitments are becoming widespread, but their implementation is still slow. Retail media is experiencing significant growth, with Amazon dominating this market in 2024. Competitors will need to adapt to this new reality to remain competitive.
Impact of Retail Media
With 30% growth between 2022 and 2023, retail media is a key channel for many brands. Amazon is expected to account for nearly 88% of the market in 2024, pushing other players to structure themselves to capture market share in this rapidly evolving environment.
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