Trends and Predictions That Will Define the Year 

2024 is here and looks to be a defining year for media execution. Ad spending is on the rebound, and growth is paramount for advertising agencies. But with the rise of AI, CTV, and the impending cookie deprecation, what awaits media teams in this dynamic landscape?

Pathlabs CEO William Lapointe offers foresight into the pulse of the advertising industry and provides predictions on four main trends anticipated to stand out in 2024.

Embark 2024 With Confidence

As your media execution partner, Pathlabs is here to help you confidently navigate through the twists and turns of the new year. In this compelling executive guide, learn more about:

1. The Keys To Triumph in a Complex CTV Landscape:

   Uncover Lapointe's predictions on how robust planning, accurate measurement, and data activation will be the keys to triumph in the competitive CTV advertising space. As the industry grapples with an influx of publishers, learn why a heightened focus on inventory quality is non-negotiable for success.

2. AI’s Ascendancy with Human Collaboration:

   Amidst widespread concerns about job displacement, Lapointe predicts that humans will remain indispensable in steering the course of AI's impact on media and advertising. Delve into the complexities and possibilities as AI evolves, with a profound need for human oversight.

3. Cookie Deprecation is a Good Thing for Advertisers:

   Bid farewell to cookies and discover why Lapointe views this as a positive disruption for advertisers. Explore the implications of an 'opt-in' internet and the potential shift towards subscription models. Will users willingly share their data for targeted advertising in a cookieless world?

4. Fragmentation and Ongoing Advertising Ecosystem Complexities:

   With retail media explosion, privacy regulations, and attention fragmentation, Lapointe anticipates a challenging landscape for media teams. Learn how to navigate these complexities and gain a competitive edge. 

Pathlabs remains well-positioned to tackle these industry changes in 2024, and we are eager to dive into doing so for our agency partners. Why go into 2024 alone when you can have a media execution partner who can give you more, and in effect, you can do more?