The Future of Programmatic 2024

Will programmatic ever be safe for brands? Is true transparency in programmatic even possible? And what happens when third-party cookies finally crumble?

As we enter one of the most transformative years in digital advertising, agencies and advertisers are grappling with how to manage media spend, ensure brand safety, and gain transparency in a shifting programmatic ad world Yet, many are still adjusting—or scrambling—to keep up, worried about being left behind by competitors.

That’s why NewtonX partnered with the editorial and research team at WARC for their new report, “The Future of Programmatic 2024.” Drawing on insights from 100 programmatic experts—including top advertisers, agencies, and brands—this report provides a clear look at the year ahead, highlighting the most pressing challenges and emerging trends. Learn what industry leaders are doing to stay ahead, from investing in first-party data to navigating the complexities of the media supply chain.

Download the WARC + NewtonX Report

Key Insights from the Report

• Brand Safety: Still a Moving Target
  Brand safety stands out as the top concern for over half of respondents, driven by poor-quality inventory and the risk of ads appearing next to unsafe content.
• The Cookie Countdown: Are You Ready?
  With 76% of respondents implementing first-party data strategies, many are focused on navigating the decline of third-party cookies, yet a significant number remain unprepared .
• Transparency: A Mirage or Reality?
  While 64% trust their programmatic partners, 67% feel they lack adequate information about inventory quality, pointing to ongoing transparency challenges.
• Sustainability: The Forgotten Factor
  Despite awareness, sustainability is not a priority for 59% of companies, and only 31% have adopted frameworks to measure carbon emissions .
• Shifting Spend: Walled Gardens vs. Open Web
  Around twice as many advertisers plan to increase spending on direct deals over open auction inventory, aiming for more control and transparency .