2024 Preview: AI, Consumer behavior, and the latest in ad-tech

In this educational webinar, Nola Solomon will discuss the trends for 2024 and how Growth Marketers should prepare accordingly. In particular, the focus will cover 4 current topics that are on the top of many marketers’ minds:

1. AI has become an indispensable tool for marketers, revolutionizing how they analyze data, optimize campaigns, and engage with customers. By harnessing the power of artificial intelligence, marketers can gain deeper insights into consumer behavior, tailor their strategies with precision, and deliver more personalized and effective messages to ultimately increase ROI and drive stronger outcomes.

2. The average consumer now spends 66% of their online time on the open internet, outside of Google, Facebook and other platforms like Amazon and turn to the open internet 84% of the time to discover new brands and businesses to buy. And while brands see the benefit of advertising on Amazon’s, search and social platforms for its reach, allocating almost two-thirds of their ad spend, they need to advertise everywhere consumers are and drive consumers into digital stores that stock their products. This requires a streamlined platform that has that reach and access to multiple retailer networks.

3. First party data collected from holiday acquisition strategies can drive additional growth through retention campaigns in 2024. Getting a one-time buyer to purchase again increases the likelihood of a third purchase by 95%. Strong customer data coupled with AI helps brands reach their customers with real-time decisioning to predict and show products and services consumers are most likely interested in, increasing engagement, conversions and revenue at scale.

4. The challenge of addressability in marketing lies in the increasing complexity of reaching the right audience with the right message amidst evolving consumer preferences and seizmec browser changes. With third-party cookie deprecation underway, marketers face the task of finding new methods for delivering personalized experiences with measurable results. With so many options on the market, strategic choices can feel overwhelming. Criteo is taking an open, flexible, multi-pronged approach that optimizes multiple strategies in real time. We focus on three core pillars - future-proof first-party data, Google Privacy Sandbox, and unified access to closed environments like on-site retail media and social.

Nola will share her thoughts on each topic, provide advice on how marketers can best prepare for each, and how Criteo is helping prepare their own clients.