Across the industry, the narrative in 2023 increasingly turned towards ad waste: what is it, how is it measured, and ultimately, how can we reduce it?
Picnic identifies reduction in ad waste as the number one priority for advertisers in 2024. This will need to take the form of both more efficient, higher-quality solutions and more sustainable advertising practices.
Matthew Goldhill: "In 2024, the focus will be on quality media that prioritizes the user's experience." Nick Evans: "Meaningful measurement will be achieved by recognizing the nuances and distinctions between media attention vs creative attention, and the need for both."
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