Media & Content Management
Easily manage and organize your video library with a scalable solution built for streamlined control and delivery.
November 2023
The Top Marketing Predictions for 2024
2024 will be a year of disruption, transformation, and change. From the continued rise of AI to the growing importance of first-party data, it's safe to say nothing will stay as it is now.
Marketers will continue to prioritize finding ways to enhance segmentation and personalization — how they will do that, however, will change as regulations, tech advancements, as well as labor and partnerships adjust to evolving needs.
Below are the top predictions from some of the industry's leading experts.
Jenn Chen, CRO and president of Connatix, shared predictions for AI regulations, cookie deprecation, and CTV privacy.
Chen noted that "Biden's executive order to guide responsible AI development comes as no surprise; in fact, last year, we predicted that the rise of generative AI would create a need for clearer regulations (and risk management tools) around content ownership and privacy. In 2024, this conversation will continue to dominate, and we will see new privacy regulations, initiatives, and consortiums emerge as companies seek practical ways to standardize and enforce Biden's EO. Increased adoption of AI tools by companies will see on-premise/private models allowing companies to leverage their own data, without data leakage or privacy concerns."
Chen went on to state that "publishers will need to embrace and ramp up the adoption of AI tools for content generation and enhancement. As advertisers and publishers future-proof their targeting solutions for whatever privacy changes come next, there will be new advances, and increased investment, in sophisticated AI and ML technologies. Co-existing and adopted technology that understands the content and context of a page or video and then serves relevant ads to consumers without relying on personal data is where both consumers and publishers are heading."
The cookie timeline, Chen believes, will be delayed again, allowing 2024 to "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, and increased efforts on leveraging universal identifiers, both probabilistic and deterministic, which will be helpful for effective monetization after a tough year economically in 2023. There will be a race to interoperability, and we hope this brings the industry together versus further fragmenting it."
CTV has become a major player for segmentation and personalization, which means privacy concerns are heightening. Chen stated that Connatix has "seen 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. Publishers and content creators will set more precedence here based on how they leverage contextual and tech to help classify, qualify, and merchandise."