The 2024 C-Suite Prediction List

While 2023 may become best known as the year Twitter imploded, it has also seen the beginnings of an AI revolution in the advertising industry. With AI adoption set to accelerate across the media landscape, 2024 will likely see advertisers start to unlock its creative potential.

Meanwhile advertising has made its way onto every major streaming service, putting programmatic TV buying firmly on the agenda for the year ahead.

VideoWeek asked 11 ad tech executives what to expect from video, TV and advertising in 2024.

Jenn Chen, President and CRO, Connatix

2024 will be a pivotal year to test, refine and future-proof strategies after a tough year economically in 2023. Advertisers and publishers will also increase investment in sophisticated AI and ML technologies to enhance cookieless targeting solutions and future-proof strategies. We’ll see a greater focus on contextual, combining that data with first-party data and universal identifiers for more effective monetisation. There will be a race to interoperability, and we hope this brings the industry together vs. further fragmenting it. And as cross-channel video strategies become more important, we’ll see advertisers increase their requests for contextual show-level data in CTV, and we believe more content providers will do so – even if it’s with strict spend commitments.