Agencies weigh positives and negatives to 2024 spending in an uncertain economy

Although 2024 is shaping up to be a big year for ad spending with the potentially most expensive presidential election in history on its way, there remains some uncertainty in the industry — given the economic conditions and move toward cookie deprecation. December 06, 2023 [PRESENTED BY]( [Agencies weigh positives and negatives to 2024 spending in an uncertain economy]( Although 2024 is shaping up to be a big year for ad spending with the potentially most expensive presidential election in history on its way, there remains some uncertainty in the industry. With that said, [independent agencies are so far hearing a positive outlook from some clients](. Additional coverage: - This week’s [Digiday+ Future of TV Briefing]( looks at how the streaming ad market’s programmatic guaranteed vs. private marketplace debate is reaching a compromise. - It’s been over a decade since the most recent entry in the wildly popular “Grand Theft Auto” series, and Rockstar titled yesterday’s trailer for “GTA 6” as “Trailer 1,” making it clear that [the company is poised to launch a massive marketing campaign]( in the lead-up to the game’s 2025 release. - [Marketers share what's on their minds]( at the Digiday Programmatic Marketing Summit. - The NFL's Detroit Lions introduced a new channel for their local NFL broadcast to [expand advertising opportunities, utilize DTC distribution and forge stronger connections]( with local fans. - VideoAmp introduced the ability to [commingle various ID sets into its clean room technology](, and it's already available to current users of VideoAmp’s measurement software. - The advertising industry appears set for a last-second scramble to adapt to a cookieless world. In an onstage session at the Digiday Programmatic Marketing Summit, Butler, Shine, Stern & Partners head of marketing sciences Trina Arnett [gave a preview of what that scramble will look like](. Other things to know about - Join us for [Digiday's Media Buying Summit](, taking place March 4-6 in Nashville, where media buying execs will connect and discuss the trials and successes of navigating industry challenges. - With the upcoming Super Bowl ad inventory on Paramount already being sold out, brands are realizing [a sports audience advertising strategy is a must-have pillar]( in a post-cookie world. Sponsored by Genius Sports. - While CTV advertisers have often overlooked co-viewing, it has been linked to [premium content and enhances audience engagement](. Sponsored by Premion. Top Stories [Navigating Economic Instability]( [Agencies weigh positives and negatives to 2024 spending in an uncertain economy]( Although 2024 is shaping up to be a big year for ad spending with the potentially most expensive presidential election in history on its way, there remains some uncertainty in the industry — given the economic conditions and move toward cookie deprecation. howdy! [Business of TV]( [Future of TV Briefing: How TV and streaming advertising’s programmatic deal model is being updated]( This week’s Future of TV Briefing looks at how the streaming ad market’s programmatic guaranteed vs. private marketplace debate is reaching a compromise. SPONSORED BY [Logo] [How mobile app marketing is shifting from reach to results to meet performance needs]( [img] Traditionally, mobile app marketers keep strategies and budgets to themselves to avoid competitors learning their secrets to success. However, this makes it difficult for marketers to benchmark the approaches used on one app against another. To shed some light on the scenario, Moloco partnered with Ipsos, surveying 1,675 global marketing managers about trends and challenges in the coming year. One key finding: Advanced machine learning is the number-one factor in vetting mobile app performance marketing solutions. With more marketers accountable for business impact and ROAS, shifting from traditional brand marketing to performance-driven approaches with mobile app marketing, for example, is gaining importance. [Download Report]( [Sponsored by Optable]( [How La Presse transformed to keep up with big tech]( For publishers, moving from print to digital-only comes with the need to communicate with consumers and advertisers in significantly new ways, not to mention collecting data carefully and in a privacy-safe manner. howdy! [Gaming & Esports]( [Why the first Grand Theft Auto 6 trailer might be gaming's biggest marketing moment of 2023]( It’s been over a decade since the most recent entry in the wildly popular “Grand Theft Auto” series came out in September 2013, meaning anticipation for “GTA 6” has been building for years. Rockstar titled yesterday’s trailer as “Trailer 1,” making it clear that the company is poised to launch a massive marketing campaign in the lead-up to the game’s 2025 release. [Sponsored by Acxiom]( [Avoiding common data pitfalls is crucial for maximizing campaign impact]( As advertisers expand datasets to prepare for a world without cookies and strive to solve the ongoing challenge of multiple online identifiers, they face many different data strategies, each with risks. howdy! [Strategizing for the Future]( ['We have to test or you're dead next year': Overheard at the Digiday Programmatic Marketing Summit]( Marketers share what’s on their minds at the Digiday Programmatic Marketing Summit. Advertisement [Sponsored by Activision Blizzard]( [Gaming is a lifestyle for moms, and marketing is taking notice]( Gamer moms are seasoned players, with nearly 60% having played for over 10 years. Their reasons for playing as well as the types of games they play are diverse, further cementing gaming as a mainstream form of entertainment. howdy! [Experimental Channels]( [Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue]( In response to this challenge, the NFL’s Detroit Lions have adopted a proactive strategy, introducing an extra channel for their local NFL broadcast. The objective is to broaden advertising opportunities, leverage direct-to-consumer distribution, and establish stronger connections with local fans, with the ultimate goal of increasing preseason viewership. howdy! [Future of Measurement]( [VideoAmp touts its commingled ID solution as a step forward in a cookie-less world]( VideoAmp introduced the ability to commingle various ID sets into its clean room technology, and it’s already available to current users of VideoAmp’s measurement software. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](