Outlook 2024: Publishers Push to Prove Their Value Amid Cookie Collapse

Cookie demise and gen AI adoption spur open questions for the open web

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For publishers, the two meteors hurtling toward them in 2024 are growing signal loss, exacerbated by Google’s deprecation of third-party cookies in Chrome limiting publishers’ ability to generate ad revenue. And—surprising no one—generative AI, which arguably splinters into multiple meteors around content production, operational efficiencies and distribution.

It’s no news that publishers are forced to prove how valuable they are as direct, long-term partners to marketers. That’s a task made more daunting when measurement is in flux, and CMOs are dealing with more complex ecosystems with a relentless focus on short-term goals.

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