current
Data-Driven Advertising
Advertising is becoming increasingly data-driven, with platforms leveraging consumer data to improve targeting and outcomes.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
Advertising will account for over half of the growth in global internet and media revenue between 2024 and 2028. Platforms effectively leveraging consumer data, such as connected TV and retail media, will drive this growth. Retailers are expanding into connected TV, integrating their retail experiences with media assets. A broad ecosystem of data will power the future of advertising, informing audiences, attribution, and outcomes. "Advertising will account for more than half of the global growth in internet and media revenues between 2024 and 2028."
Context Signals
Advertising driving over half of internet and media revenue growth.
Connected TV and retail media as key drivers.
Retailers integrating retail experiences with media assets.
Edge
First-party data strategies will become crucial for marketers and retailers.
Contextual advertising and privacy-preserving solutions will gain importance.
AI and machine learning will automate advertising processes and optimize campaign performance.
