Despite fears of a recession and the challenges presented by ongoing inflation, revenue spent on digital advertising grew at a healthy pace in 2023, both overall and in many key areas, such as video and retail media, according to the IAB’s annual Internet Advertising Revenue Report.
The report also looks at what 2024 may hold for marketers, including the impact of generative artificial intelligence (AI), which is being quickly utilized to help replace lost signals like third-party cookies that have historically been used for personalization and measurement. Another takeaway is the need to view privacy-focused advertising practices as a permanent change.
