Evgeny Popov’s insights on how ad-tech predictions from 2023 did (or didn’t) come true, were published by Forbes Technology Council, an invitation-only community for world-class CIOs, CTOs, and technology executives. Evgeny Popov is Verve Group’s EVP/GM (International). You can read Evgeny Popov’s full article over on Forbes Technology Council‘s site.
In 2023, the digital advertising industry predicted that changes in cookies, CTV, AI, video, and streaming would transform the industry landscape. But the thing about predictions is that you never know if you’re making an accurate call — especially in an industry as dynamic as digital advertising.
As we head into 2024, it’s interesting to look back and see which of these forecasts came to pass and what the implications are for the year ahead.