Brand marketers use SPO to consolidate DSPs and eliminate unnecessary SSPs, but perspectives on optimization differ. The industry is predicted to grow by 6.3% in ad revenue for 2024.
SPO differs based on focus, such as profit margins, audience value, or carbon consumption. Some may view cutting out competitors as SPO, raising questions about the true optimization goal.
Ad spending for the rest of 2024 looks promising, with a forecasted 6.3% growth in revenue, excluding political advertising. Digital channels are gaining budgets over traditional media, like linear TV and print.
National TV advertising saw a decline in Q1, with an expected ongoing decrease. While the Summer Olympics might offer a temporary boost, TV advertising overall faces challenges compared to digital channels.
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