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After several delays that had many wondering if it would ever happen, Google finally pulled the trigger on its plan to deprecate third-party tracking cookies in its Chrome browsers. Today, Google has implemented Tracking Protection for 30 million Chrome users, or about 1% of its user base. Is this a cataclysmic event, the end of digital advertising as we know it? Or will the industry find a way to somehow survive?

In 2024, users’ data is under lock and key. Not literally, of course, but with the fall of Chrome’s cookies and stronger privacy regulations popping out of the woodwork, it will be much harder for publishers to reach their desired audience. As we reflect on last year and prepare for new beginnings, we spoke to some publishers and industry experts about their privacy predictions for 2024.

Thanks to their dominance, Google, Meta, and Amazon will continue to attract the lion’s share of the advertiser’s budget. Over the next few years, they will account for 83% of global digital advertising revenue. Regulators across the globe are doing all they can to stop the dominance, of course, but Big Tech shows no sign of going down without a fight. While 2023 was a year for antitrust suits filed and in some cases lost, 2024 will be a year when key decisions will be made and appealed. It will also be a year when the impact of sweeping regulations in the EU may be felt.

In 2023, the ad tech industry was preparing for many significant shifts — Chrome cookie deprecation, the generative AI takeover, and supply chain complexity — but we had leaders guiding the industry and learning from one another. Here is the list of the AdMonsters keynotes that shaped 2023.

At a time when more competition exists amongst streaming media services, Disney Advertising landed on a strategy to accelerate access to Disney+ AVOD inventory when the publisher launched its Disney Campaign Manager. In 2023, over 4,500 advertisers and 1,000 agencies transacted on Disney Campaign Manager, with many of those brands being first-time streaming advertisers.

  Thursday December 21, 2023 Good morning! It’s Thursday and this is your early morning Esports and Gaming brief. To better capture the trends you truly care about, the Cynopsis Esports and Gaming Brief is moving to a monthly cadence, with a focus on covering the stories behind the news and providing actionable intel about […]

We dove headfirst into the hottest topics of this past year and peeked into the crystal ball for 2024, all in the company of the ever-insightful Chris Kane at our AdMonsters 2023 Recap LinkedIn Live.

  Thursday December 14, 2023 Good morning! It’s Thursday and this is your early morning Esports and Gaming brief. The Entertainment Software Association announced it’s shutting down E3, once the largest gaming industry event on the planet. After years of adaptations of the conference and efforts to revitalize E3, the challenges of competing with digital […]

Atmosphere sits at the convergence of CTV and DOOH. CEO Blake Sabatinelli offers his perspective on how the market is evolving. (For more on DOOH, check out Cynopsis’ weekley DOOH newsletter.) You have said there’s “untapped potential” for CTV in public venues. What do you mean? A bespoke CTV experience for public venues serves two […]

Google Chrome’s loss of third-party cookies may mean a definite ending to decades of cookie-based targeting. However, other browsers waved goodbye to this tracking method long ago, and many Chrome users already opted out of being followed around the web for a while now. As a result, advertisers urgently need to put solutions in place to continue reaching consumers with ads that are relevant to them. But what tools are out there to help advertisers deliver?