In the first of our Predictions series, we take a look at contextual advertising. Projected to experience a 13.8% growth annually, between now and 2030, contextual is poised to redefine the digital marketing landscape, with a resurgence that is fueled by increasing privacy concerns and more.
With Google's cookie deprecation deadline looming, now is the time for the industry to test, refine and diversify their strategies. 2024 will bring a greater focus for both publishers and advertisers on combining privacy-first solutions to future-proof strategies.
We'll see a greater focus on contextual with increased efforts to leverage both contextual data and universal identifiers, including probabilistic and deterministic for more effective monetisation after a tough year economically in 2023.
There will be a race to interoperability, and we hope this brings the industry together vs. further fragmenting it. CTV also continues to become a more important piece of marketer’s cross-channel video strategies, and we'll see advertisers increase their requests for contextual data on a show level programmatically, and in 2024 we believe more content providers will do so; even if it’s with strict spend commitments.