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Google no longer plans to unilaterally eliminate cookies from its Chrome browser. After four years of begrudging preparation, the advertising industry is reeling.

As part of a new partnership with Vauxhall, 2,700 EV charging units across 619 Tesco stores nationwide will display ads for the car manufacturer on integrated digital screens. The tie-up will also see Tesco Media & Insight promote Vauxhall products through the supermarket’s social, digital, and connected TV channels. In-store advertising doesn’t have to be high-tech to be effective.

They may serve cash-back deals and promotions, but they don’t usually have the infrastructure or reputation for serving more traditional search and display ads. That said, FMNs may leverage rewards offers for advertising.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

The mix between search and display advertising will hold steady. Most industries will have minimal changes in their spending mix in 2024. Retail will continue to slightly overindex on search, with 45.2% of its spending going to the channel, compared with the overall average of 41.7%. Retail still lags other industries in video ad spending.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.