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鈥淲e鈥檙e shifting into a lot of new paradigms in advertising, which is the underlying theme of all of the 2024 trends,鈥� our analyst Paul Verna said on our 鈥淎dvertising Trends to Watch for 2024鈥� webinar.

I wonder if there's a time further in the future that right now we delineate display ads and search ads, and I don't see us changing that anytime soon. But I wonder if there's a time where that distinction, especially in retail media, will become a little blurrier as you get sort of entertaining search ads. Jeremy Goldman:. Makes a lot of sense. Yeah, everything converges. Sara Lebow:.

Yeah, this is, I think a huge topic is the power of retail media outside of just search advertising or display advertising within search results. Things like social and CTV when retail media networks are partnered with them or own them can be massively powerful. As a curveball, we recently saw news that the White House is urging a TikTok sale in the US or urging by dance to sell TikTok.

Andrew reminds us that Apple's anti-tracking initiative has created major disruption for both companies' display ad businesses, upending their foundation of targeting and measurements. So with tens of billions of dollars up for grabs, the next tier of digital ad players is poised to exploit the opportunity.

So right now we have, I would say Creative Builder for display ads. I'm already seeing a trend growing where people are asking for similar self serve tool for video building ads, audio ads where you can just generate a script, you can add an audio track and you can just produce a audio ad immediately or a video ad where you can add interactivity layers on top.

Like retail media, you are seeing search ads, you're seeing display ads while you're searching for other things. We think of that as a really performance oriented channel. It gets that incremental lift. We don't yet think of it as a brand marketing channel, a brand lift channel, but that's exactly what it is, trying that new product is brand lift, it is brand marketing.

So sponsored search listings, display ads on the owned that operated properties of Amazon, Walmart Targets, websites, things like that. Suzy Davidkhanian (05:26):. And the prediction is that everything's going to move offsite. Sorry, I don't know how I underst. No, the. Max Willens (05:31):. Prediction is, sorry, we're going a hundred miles an hour here.