2024 is set to be an epic year. This will hold true not just for the digital ecosystem, but in particular for the digital media landscape and the digital advertising industry. Massive change is afoot that will rock our increasingly connected society—the CYA 2024 report will help you navigate these rocky waters. (DOWNLOAD BELOW.)
Four developments stand out:
- While 2023 saw amazing use cases and a great deal of discussion around the potential for generative AI, 2024 will see the proliferation of the tech in digital media and advertising—for better and worse.
- Despite the slow culling, Google Chrome’s depreciation of third-party cookies will upend the digital advertising space, test the viability of identity solutions, new
performance measurement technologies, and other tools meant to target and track consumers online. - The public will growing increasingly aware of the dangers of advertising-based malware (aka malvertising); how threat actors target vulnerable populations like seniors and minors; and malvertising’s relationship to devastating cyberattacks (e.g., ransomware) against organizations, businesses, government agencies, and critical infrastructure.
- The 2024 US general election will be the most contentious in more than 150 years, with paid digital media as a key vector for spreading inflammatory content as well as disinformation and misinformation.
Digital companies—from media publishers to app developers to adtech platforms to commerce media operations to enterprise brands with consumer-facing properties—will feel increased pressure to protect consumers, deliver high-quality experiences,
and honor privacy preferences. Failure to do so will not only cost revenue—it could lead to unwelcome regulatory attention.
As a digital company, it’s never been more important for you to COVER YOUR ASSETS. This report lays out a path to navigate digital trust and safety issues during the truly tumultuous year ahead. Keeping consumers safe—and happy—has never been more important for business.
