Data-Driven Marketing Investments To Top $36B in 2024, Report Finds

Data-Driven Marketing Investments To Top $36B in 2024, Report Finds

The growth rate is more than double what was seen in 2023. Investments in political advertising, connected TV (CTV) and connected commerce, an umbrella term that includes retail media, will boost the industry in 2024. Networks will respond to shifts by taking a more disciplined approach to deal making, bundling linear and digital buys together and providing better audience-targeting tools, according to Winterberry Group.