With global advertising set to top $1 trillion in 2024, advertising exploration will be ripe for the picking, with new movement already being seen across retail, fintech and programmatic. And with the changing state of adtech, it is inevitable that we will see market players within these three industries needing to strategically invest their brain power, time and money for success.

Let’s take a look at what lies ahead for 2024 and why now is the time for market players to discern their business posture as we enter the new year.

Programmatic will provide precision and efficiency in retail

Programmatic solutions may be the unsung hero in enabling retailers to target their audiences with even greater precision and efficiency. The expansion of programmatic channels beyond traditional display advertising formats such as video, audio, out-of-home (OOH), and cinema ads will provide retailers with a broader and more immersive canvas to engage their customers, ultimately driving greater brand visibility and sales.

However, the name of the game is going to be how data-driven insights will enable retailers to stay agile and responsive in a fast-paced 2024 market. Real-time programmatic data analysis is going to be key in empowering retailers to make informed decisions that optimize ad spend, campaign performance, and overall business operations. This approach will also enhance the customer experience, as retailers can offer specifically tailored products and services based on up-to-the-minute insights into customer preferences and behaviors.

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Retail media and marketplace presence increases will remain competitive

Insights from eMarketer suggest retail media ad spend across US digital channels will hit $45.15 billion in 2023, a 19.7% increase year-over-year (YoY). This shows the retail media landscape is poised for a significant evolution as marketplace presence continues to rise, reshaping the way brands engage with consumers. Look no further than e-commerce giants, like Amazon and Walmart, expanding their retail media offerings to entice advertisers with a robust data set and AI-analytical tools that help measure the effectiveness of campaigns.

It isn’t a very hard sell. Retail media ads are set to remain a key factor in boosting marketplace spend due to their ability to target, influence, and engage consumers effectively, leading to increased sales and competitive advantages for brands operating in online marketplaces.

Fintech first-party data is set to make its way into the spotlight

By 2026, experts project the global fintech market will rise to upwards of about $324 billion. We will soon be two years removed from this estimation and in 2024, fintech’s growth will be driven by dynamic factors such as the widespread embrace of AI advancements, digital payment solutions and evolving data privacy regulations.

The effects of third-party data privacy changes will actualize and those who own legitimate first-party customer data will continue to offer their customers relevant, targeted ads and promotions. Therefore, providing higher conversion rates to their advertising clients. As a result, fintech first-party data will become even more critical with many looking to maintain and control their user data while still delivering customized experiences consumers crave.

Looking ahead, the convergence of online and offline experiences driven by augmented reality and personalized AI-powered recommendations, will redefine the shopping experience; fintech will take that next big step in gaining more prominence with increasing data privacy regulations;

and programmatic will deliver even more precise targeting and measurement.

As we venture into 2024, the future of retail, fintech, and programmatic promises to be a dynamic blend of innovation and adaptation to a rapidly changing consumer landscape.

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