The Truth About Marketing Attribution

With more than a third of CMOs already using generative AI, the technology will rise to center stage as it touches everything from creativity to search, to media planning and activation. Yet its massive potential to power new opportunities for brands also reveals the importance for marketers to define new rules of engagement.

Competition between tech platforms will intensify as they ramp up their advertising offerings and become more protective of their data. Platforms will rely on deep people intelligence as they look for  greater efficiencies to better monetize their services.

Hand in hand with these business considerations, we will see increased emphasis on brands’ sustainable contributions to society. From safe online spaces to actionable carbon efficiencies, audiences expect brands to include societal priorities in their overall success strategies.

Over the last 14 years, dentsu’s annual media trends report has become the most sough-after trend forecasting report in the industry. Download this new edition to explore the opportunities, challenges, and intricacies of ten trends expected to set the pace of progress in 2024.