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Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

Owned and operated channels have a limited runway for monetization. The value of ad inventory on owned and operated channels is intrinsically tied to traffic volume. Although advertiser benefits include a more tightly controlled, contextual environment and cleaner attribution, the channels also have substantial limitations.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Advertisers won’t have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren’t going anywhere.

Even if other markets can offer a reprieve from potential hits to US ad spending, it will likely take time for them to ramp up to comparable levels.

LiveRamp CEO's growth strategy: Neutral positioning and network effects fuel commerce media and CTV expansion as ad budgets rebound.