1、12Executive SummaryExecutive SummaryIntroductionIntroductionPart I:Evolving Approaches to Media ChannelsPart I:Evolving Approaches to Media Channels Media Budgets Programmatic Trends Top Channels for Brand and Performance MarketingPart II:The Signal Loss SagaPart II:The Signal Loss Saga Delving Into
2、 Data Types Future-Proof PreparednessPart III:Artificial Intelligence(AI)Part III:Artificial Intelligence(AI)AppendixAppendix About Proximic by Comscore Methodology3 34 45 56891111121416161818192033This report marks the second year of Proximic by Comscores State of Programmatic research,which This r
3、eport marks the second year of Proximic by Comscores State of Programmatic research,which examines how evolving technologies,consumer habits,data privacy and browser regulations are impacting examines how evolving technologies,consumer habits,data privacy and browser regulations are impacting the pr
4、ogrammatic advertising landscape.the programmatic advertising landscape.Similar to last years report,Proximic by Comscore conducted survey research across hundreds of the industrys leading advertisers to understand their evolving approach to programmatic advertising as they wrapped up 2023 and prepa
5、red for the year ahead.Even though the types of media channels advertisers are investing in are expected to remain similar year-over-year,their budget allocation and the business outcomes expected from each media channel has continued to shift as Chromes cookie deprecation deadline approaches and ar
6、tificial intelligence(AI)technologies,creative capabilities and consumer media behaviors evolve.As we look ahead to 2024 with Chromes third-party cookie deprecation date looming,we may actually get answers to the question of whether or not advertisers are prepared for a post-cookie world.30%of adver
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