7 advertising trends for 2024

Plus: Google’s latest cookie news [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis DECEMBER 14, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, Meaghan Yuen Nearly three years in, the mobile app ecosystem continues to face strong aftershocks from Apple’s AppTrackingTransparency. In 2024, Apple and Google are poised to shake things up even further. Learn more in our “New Year, New Privacy Paradigm for Mobile App Performance Marketing” webinar tomorrow at 2pm ET. [Sign up here](. Was this email forwarded to you? Sign up [here](. TOP STORY [7 trends for advertisers to watch in 2024]( “We’re shifting into a lot of new paradigms in advertising, which is the underlying theme of all of the 2024 trends,” our analyst Paul Verna said on our “Advertising Trends to Watch for 2024” webinar. Marked by shifts that will reshape how brands connect with their audiences, the advertising industry will soon see less volatile ad spend, the impact of a full-cookie deprecation, and AI’s escalating role. [Keep reading]( NEWS AND VIEWS [Google will turn off third-party tracking for some Chrome users soon]( Our view: Google will finally start deprecating third-party cookies for 1% of Chrome users worldwide in January 2024. This is not a drill; advertisers need to be familiar with Google’s Tracking Protection so they’re prepared for the cookie’s crumble. [Instagram introduces genAI-powered background editing tool]( Our view: Instagram users won’t need to leave the app to create new backgrounds—and neither will brands. Marketers should keep a close watch on Meta’s AI integrations to look for cheap and simple ways to innovate. [Disney, Comcast increase US ad spend on Instagram after dropping X]( Our view: X’s loss has been Instagram’s gain. We project US ad spend on Instagram to reach $30.14 billion in 2024, while X’s US ad spend will fall to $1.04 billion. ANALYSIS [Kendra Scott courts Gen Z with community, co-creation]( As Gen Zers grow up and their purchasing power expands, they’re redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant. “Historically [with brands], it was commerce first, then content, then community,” said Gen Zer Ziad Ahmed, founder and CEO of JUV Consulting. “[But it] really has to be the reverse, right? You need to build the community, and that community is going to make content with each other. Then that’s going to push commerce.” Here’s how brands like Alo Yoga and Kendra Scott are adapting to new Gen Z priorities and how others can better engage with this audience. [Keep reading]( THINGS TO KNOW 📈 [US ad deflation bottoming out, pricing poised to rebound in 2024]( 🤔 [You need more than data to understand your customers]( 🏆 [2023’s standout ad campaigns, according to marketers]( 🧵 [Threads may join the ‘Fediverse,’ Meta tests integration with ActivityPub]( 👎 [News publishers see Google’s AI search tool as a traffic-destroying nightmare]( PODCAST [Behind the Numbers: The Daily]( The dos and don'ts of using generative AI in the workplace, and how employees feel about it. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](, or wherever you listen to podcasts. [Follow us on Instagram.](Behind the Numbers is made possible by Affinity Solutions. [Listen in]( THE BIG QUESTION Business talk: What is the top marketing technique for B2B marketers? A) In-person events B) Video C) Thought leadership D) Digital events [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](