2024 Adtech predictions

What will 2024 mean for adtech? We invited the top minds at Lotame to share their insights and forecasts on the key trends and issues that will shape the upcoming year.
1. Google’s Cookie Controversy: Google’s potential delay and abrupt enforcement of its cookie shutdown will create significant disruption in digital marketing, affecting holiday campaigns and personalization strategies.
“While Google has promised to take things slowly with its cookie shutdown in early 2024, signs indicate another delay may be in the cards. Expect brands and publishers to once again drag their feet on preparing for a cookieless future. Here’s where things get potentially ugly.