THE ANTI-PREDICTIONS: HERE’S WHAT WON’T HAPPEN IN ADVERTISING IN 2024

Summary from the TLDR Marketing newsletter

This article contains “anti-predictions” for ads in the year ahead. The long-awaited U.S. federal privacy law and Google’s Privacy Sandbox are unlikely to materialize, creating frustration within the industry. Publishers won’t see any big, immediate gains from the continued collapse of third-party tracking. Netflix won’t gobble up TV ad dollars, following an underwhelming first year of ads.