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Media Landscape 2024: Navigate Trends & Challenges in the Post-Cookie Era

The media landscape this year continues to evolve at a rapid pace, presenting various opportunities, but also challenges for publishers, advertisers and media organizations. The core question in the media world is “how do we effectively reach audiences online, and deliver measurable results?” 

To stay ahead of the curve, publishers and advertisers must pivot towards innovative solutions and adapt to changing consumer behaviors, delivering content that engages audiences across platforms. With the rise of AI and stagnating subscription growth1, publishers are faced with an important task of engaging audiences, maintaining loyalty and sustaining revenues. 

The pressure on ad revenue further emphasizes the need for publishers and advertisers to create strong relationships with their audience, particularly in a landscape where ad revenues are in flux. This blog explores the key trends shaping the media landscape in 2024, and strategies for navigating this dynamic landscape.


The Post-Cookie World: practical strategies for survival

As we venture into a post-cookie era, advertisers are facing the need to develop robust strategies that adapt to this new landscape. With third-party cookies on the way out, advertisers are using alternative sources of data, relying on first-party and zero-party data for their targeting efforts. The demise of cookies presents significant challenges, especially in measuring consumer journeys, raising concerns about the delivery of irrelevant content to poorly targeted audiences2.

In response to these challenges, media organizations are doubling down on first-party solutions to address both advertiser needs and audience demands. Contextual advertising and first-party data offer advertisers accuracy and speed in categorizing content for instant targeting. This shift enables advertisers to reach consumers as they research and browse, enhancing the relevance and effectiveness of advertising campaigns.

Publishers are taking proactive steps to build their own targeting solutions, recognizing the importance of retaining control over audience data. By gaining valuable insights and implementing targeted strategies, publishers are navigating the obstacle created by the removal of third-party cookies and positioning themselves for success in the post-cookie world.


Connected TV (CTV): reshaping the media landscape?

The rise of Connected TV (CTV) has reshaped the media landscape in 2024, propelled by its targeting capabilities. With precise targeting capabilities, CTV offers advertisers the ability to customize ads for specific audiences based on demographic, interest and behavior-based targeting criteria. This tailored approach to advertising allows companies to create short, effective campaigns that resonate with viewers, driving measurable outcomes such as increased web traffic, conversions and revenue generation.

The future of Connected TV appears promising, with CTV advertising spend projected to surpass $42 billion by 20283, and programmatic advertising expected to account for 74.4% of CTV ad spend4. The widespread embrace of streaming services has contributed to this exponential growth, which is forecasted to reach $29.6 billion in 2024 alone5

Connected TV offers publishers an opportunity to forge deeper connections with audiences, as 81% of respondents in a survey6 report using CTV to achieve their marketing goals. Publishers can gauge campaign effectiveness across all channels, leveraging real-time data to optimize targeting and deliver personalized experiences to viewers. With 68% of TV viewing7 now attributed to streaming devices, the integration of programmatic advertising with CTV enables publishers to efficiently fill ad inventory and maximize revenues, further solidifying CTV’s position as a dominant force in the media landscape of 2024.


Artificial Intelligence (AI): attracting advertisers and selling inventory the smart way

AI is revolutionizing the way media organizations operate in 2024, transforming the creation and distribution of content. AI enables media companies to analyze content performance, automate ad placement and personalize at scale. Publishers can gain insights into audience engagement and preferences, allowing them to tailor content to meet evolving consumer demands. 

AI’s predictive capabilities enables publishers to anticipate user behavior, resulting in enhanced user experiences and potential for increased ad revenues. Publishers are increasingly focusing on cultivating direct traffic and building stronger connections with consumers through channels they have more control over, emphasizing the importance of user engagement and retention.

Whilst AI is promising in 2024, its popularity has raised concerns about quality and reliability. In order to stand out in the crowd, publishers need to prioritize creating high quality content that focuses on audience needs. This is crucial in a world where publishers are faced with declining website traffic8

Despite challenges that come with AI, it presented an unparalleled opportunity for publishers and advertisers to reach valuable audiences accurately and efficiently. AI’s ability to process data at unprecedented speeds enables publishers to deliver localized content recommendations, cater to language preferences, and navigate cultural sensitivities ensuring content resonates with a diverse audience. 

1; The Rebooting, 2023 2; BeatGrid, 2024, 3; Statista, 2023, 4; Decenter Ads, 2023, 5; Statista, 2023; 6, LinkedIn, 2024, 7; Forbes, 2021, 8; Media Makers Meet, 2023