Around 52% of data planners, strategists and activators involved in programmatic advertising think there will be an industry solution to replace third-party cookies, although there’s little evidence that will happen. The group also tends to underestimate the share of traffic on browsers that already block cookies (it’s 44%).  Over a third (the largest group) say they have considered alternatives but found them lacking in scale and accuracy.

Although on-site advertising will remain the central retail media strategy, off-site advertising will play a larger role in 2024. About a third of advertisers plan to shift funds into off-site advertising — including display, online video, CTV and social — in the next twelve months. Retail media will be the fastest-growing ad channel in the US in 2024 according to an October 2023 eMarketer forecast.

Customer engagement platform Twilio has integrated with OpenAI’s Realtime API to enable Twilio customers and developers to build AI-powered conversational apps. The integration will support the creation of speech-to-speech voice conversations featuring AI agents. This is an expansion of existing Twilio/OpenAI integrations.