Despite the fact that marketers will (allegedly) come face-to-face with Google's deadline for removing third-party cookies in 2024, agency executives said they aren't seeing enough urgency across the industry to prepare for a post-cookie world.
From the brand risks posed by generative AI, to the complications of made-for-advertising sites, to Netflix dialing up the programmatic side of its ad business, it's been an eventful year. Nevertheless, agency clients still have a strong preference for programmatic display ads over direct-sold. Ninety-eight percent of agency pros whose clients put marketing budget into online display ads spend at least a very small portion of their budgets on programmatic ads, according to recent Digiday+ Research surveys.
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