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Apple will use its gains from AppTrackingTransparency to launch a demand-side platform, and QR-launched augmented reality will help rejuvenate out-of-home advertising. Find out what else our analysts predict will impact mobile advertising this year.

With on-device AI capabilities and standout benchmarks, the M4 can help Apple justify premium Mac prices and offset tepid iPhone sales.

Apple stands to gain the most market share. Apple will grow faster than any other nonretail player. Since it introduced its AppTrackingTransparency privacy framework in April 2021, Apple鈥檚 search ads business has taken off. By 2025, it will more than double its 2021 US ad revenues. In fact, it will leapfrog Microsoft to become the runner-up to Google in nonretail search ad revenues.

Heavy spending on AI infrastructure by Meta, Google, Amazon, Microsoft, and Apple underscores their faith in AI鈥檚 growth, but the pressure to deliver consistent ROI mounts.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

Most major ad companies will benefit. As almost every region and country accelerate total media and digital ad spending growth in 2024, the biggest ad publishers will see concurrent improvements to their top lines. Three companies鈥擪uaishou, Baidu, and Apple鈥攚ill join the ranks of the $10 billion ad revenue club this year. Ad spending growth will accelerate across the board in 2024.

Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?

A ban isn鈥檛 swaying brands from spending on TikTok: Apple, Pepsi, and DoorDash are among brands increasing ad spend despite hefty political problems.

Apple remains the top brand around: But the tech giant saw its first decline in 20 years as competitors embrace AI more seamlessly.

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

Key stat: Google鈥檚 share of US nonretail search ad spend has declined since 2021, when the company saw $57.49 billion in US search ad revenues, according to our forecast. Among Google鈥檚 rivals outside of retail, both Microsoft and Apple are growing their search revenues faster.

While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. 鈥淲e鈥檙e investing in all the tried-and-true performance basics,鈥� said Jonathan Yantz, managing partner at M&C Saatchi Performance. 鈥淏ut we鈥檙e most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.鈥�

What this means: The DOJ鈥檚 filing set the tech and advertising worlds ablaze with speculation that regulators could forcibly break apart Google鈥檚 hold on the search market. Still, these are only proposals: The filing is not final and does not contain explicit plans for a breakup. Google鈥檚 plans to appeal the August ruling will delay the enactment of any DOJ proposals.

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.

Apple will roll out a demand-side platform (DSP). The tech giant has been advertising for high-level DSP positions since at least mid-2022, so it seems just a matter of time before this happens. A DSP would confirm Apple鈥檚 ambitions to become a bigger advertising player.

Theaters need Big Tech more than ever: Chains like AMC are implementing costly upgrades even as players like Apple pair down their box office strategies.

Senators urge DOJ probe into X鈥檚 advertising efforts: The group of five Democratic senators allege that Elon Musk leverages his political power to bully advertisers into returning.

One might expect that Black Friday ads during a major sporting event would be dominated by Walmart, Target, Best Buy, and the like. But do we really expect Amazon鈥檚 primary competitors to advertise on its airwaves?