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As we turn the calendar to 2025, let’s reflect on the themes that resonated with advertising industry leaders this year.
The columns below were the most popular articles written by AdExchanger guest contributors in 2024. They offer an overview of an industry in flux—and one that has become cynical due to repeated promises of unrealized change.
All the top stories are here: from analyzing the industry’s leading players to trying to tackle digital advertising’s most complex technical challenges and toughest ethical conundrums.
There has been a lot of discussion about the obstacles facing publishers. And more than a few impassioned pleas to advertisers to abandon outdated and outmoded practices.
Chrome’s suspension of third-party cookies has generated a ton of interest, as has Google’s cookie alternative, Privacy Sandbox. And the frustration with all things Google was evident even before him revised my cookie plans againpulling the rug out from under the industry for the third time in five years.
Similarly, Google is re-prioritizing its search business – which has been officially designated as a monopoly by the US government this year – also drew attention to the tech giant’s influence on the online ecosystem.
Here’s a look back at the year in ad tech. Let’s see which of these topics we’re still talking about this time next year.
1. Why Publicis wins
By Terence Kawaja, LUMA Partners
Kawaja’s study of the stock market valuations of top agency holdcos appeared just before Omnicom announced the takeover of IPG in December – and immediately jumped ahead of every other entry on this list. His previous predictions of agency M&A priorities proved prescient. But it remains to be seen whether his endorsement of Publicis as a top player will ring true amid a resurgence in agency consolidation.
2. CAPI is not a patch to reject cookies. That’s the basic solution
Eb Adeyeri, Jellyfish
Conversion APIs are often overlooked in any discussion of alternatives to third-party cookies. But as Jellyfish’s social media expert points out, they’re key to connecting with the walled gardens where users spend their time online.
3. What should we say to Emily? The human cost of advertising data misuse
From Ariella Garcia, check out my ads
Publicis’ $350 million settlement to advertise opioids to doctors on behalf of Purdue Pharma has brought the amorality of modern digital advertising into sharp focus. Next, Publicis employee Emily Deschamps shared the ethical dilemma she faced as someone who lost loved ones to opioid addiction. That prompted Garcia, UM Worldwide’s former head of privacy and accountability, to challenge the industry to rediscover its sense of shame.
4. Don’t let the cookie drama distract you. Google’s search changes are a real existential threat
Eric Hochberger, Mediavine
In a year marked by Google Chrome’s will-they-won’t they relationship with third-party cookies, Mediavine’s CEO pointed to bigger threats: constant changes to Google’s algorithms, the dawn of generative AI search platforms, and the potential for publishers to lose even more traffic due to the walled gardens of Big Tech.
5. Doomsday: Publishers and ad tech face tough 2024
By Scott Messer, Messer Media
Speaking of the obstacles facing publishers, monetization consultant Scott Messer kicked off the year with a list of looming threats and trends media owners need to watch out for. And boy, was he spot on: From rise of deal curators and attention-based targeting to panic over ID bridgingMesser was ahead of the curve.
6. Privacy Sandbox’s latency issues will cost publishers
By Amanda Martin, Mediavine
Six critical business challenges Privacy Sandbox must solve
By Shailley Singh, IAB Tech Lab
Google’s Privacy Sandbox isn’t as bad as critics claim
Boško Milekić, Optable
The first two of these three columns drove Google to the ground because of the flaws of the Privacy Sandbox. They were part of a steady stream of complaints from regulators and Sandbox experts that likely helped kill Google’s cookie-killing plans. Meanwhile, Boško Milekić’s counterpoint gave Google the support to at least try to establish an alternative before turning off a valuable audience signal – which cannot be said for other platforms.
7. CPMs are the wrong yardstick for prioritizing CTV advertising
Author: Dan Larkman, Digital Keynes
You knew there had to be at least one column on CTV. This brought up another recurring theme this year: The need for marketers to abandon old strategies when facing new challenges in new media channels.
8. Publishers can increase their value on an open exchange – without cookies
Emry DowningHall, Unwind Media
Unwind’s programmatic revenue specialist outlined a post-cookie monetization plan. This primer contains tons of tips for integrating alternative IDs, reducing unnecessary SSPs, sending smarter bid requests, and capitalizing on bid curation. Share it with your most pessimistic publisher friend.
9. Prepare for the worst, but don’t expect the cookie suspension to stick
Author: Jason Bier, Adstra
Here’s an example that has aged like fine wine: Adstra’s privacy chief read the tea leaves back in February and predicted that Google wouldn’t actually phase out cookies as planned — months before Google announced it was reversing course again. But he advised the industry not to follow Google’s lead and continue with post-cookie planning anyway. After all, multi-channel addressability is good for business.
10. CMOs: It’s time to end the age of BS
By Chris Gadek, AdQuick
Digital advertising is rife with waste, but CMOs haven’t received a wake-up call. Gadek calls out the BS for a series of flawed marketing practices in this fiery call to action. And he’s begging the industry to take advantage of the fresh start offered by signal loss and global pressure on data privacy.
Honorable mentions
These columns just shy of the top spots, but they are still worth highlighting.
The Magic Cookie, longtime ad tech powerhouse, dies at 30
Martin Kihn, Salesforce Marketing Cloud
In retrospect, Kihn’s eulogy may have been a little premature. But it’s still a great history lesson on the much-maligned cookie.
The end of GARM is a reset, not a rollback
From Ariella Garcia, check out my ads
Garcia makes his second appearance on this list with his take on Elon Musk suing the defunct Global Alliance for Responsible Media. She says the end of GARM is an opportunity to rewrite flawed brand safety standards – if advertisers are up to the task.
Shopping has changed. It’s time for the marketing funnel to catch up
By Nancy Hall, Mindshare
No list of the best in 2024 would be complete without a mention of retail media. Hall explains how a narrow focus on the bottom of the funnel and an overly cautious data strategy can limit the potential of retail media.
9 Measurement Questions Every Marketer Should Ask Retail Media Partners
Written by Keshav Parthasarathy, Retail Media Insights
And just in case that last column makes you rethink your approach, here are some tips for choosing the right partners among the explosion of retail media networks.
