Google has announced it will be deprecating cookies this year—creating new challenges and opportunities for advertisers. Even as advertisers adjust, this critical industry change won’t slow spending. In fact, programmatic growth is expected to far outpace nonprogrammatic as advertisers focus strategies on first-party data and invest more in closed ecosystems, such as walled gardens.

Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to:

• Understand the impact of cookie deprecation on transaction methods and devices
• Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web
• Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends

Download the report now.