Originally published on e-marketing.fr
New Advertising Formats
2024 sees the emergence of several digital ad formats, particularly in video, audio, and interactive formats. For instance, video ads now feature interactive elements, allowing for greater personalization. Additionally, the rise of connected TV (CTV) and associated ad formats presents significant opportunities for advertisers, while audio ads are enhanced with dynamic creative optimization (DCO), which customizes messages based on location or weather conditions.
The Role of Artificial Intelligence
Generative AI also simplifies creative processes by automatically generating ad content. Companies like Google and Amazon are integrating AI tools to create visuals and text on the fly. However, these advances raise legal questions about the rights to use generated content. Digital advertising in 2024 continues to evolve rapidly, with technological innovation at its core.
À lire aussi
The Importance of Innovation Outside the Open Web in Adtech
Geoffrey Berthon (Qwarry) explains that adtech must shift towards innovative solutions beyond the open web. He highlights the importance of CTV and retail media, while lamenting the lack of attention paid to CSR despite its positive impact on advertising performance.
The Importance of Innovation Outside the Open Web in Adtech
The article discusses Google's surprising decision to delay the end of third-party cookies, highlighting that it doesn't prevent their gradual disappearance. Advertisers must adapt their strategies by investing in cookieless solutions, with a focus on the importance of innovation in this context.