Top areas of attribution brands & agencies will focus more on in the U.S. 2024

Published by
Michele Majidi,
May 7, 2024
During a late 2023 survey among buy-side ad investment decision-makers primarily at agencies and brands in the United States, 76 percent stated they planned to focus somewhat or significantly more on cross-platform measurement. First-party data acquisition and partnerships ranked second, chosen by 70 percent, while ad supply chain sustainability was cited by 22 percent.

Leading areas of attribution and emerging media brands and agencies will focus more on in 2024 according to ad investment decision-makers in the United States as of November 2023

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Release date

November 2023

Region

United States

Survey time period

October 20 to November 9, 2023

Number of respondents

203 respondents

Special properties

among buy-side ad investment decision-makers primarily at agencies and brands; only respondents selecting "significantly more" or "somewhat more"

Method of interview

Email survey

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Overview

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Topics

Generative AI and ad agencies worldwide
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