Suddenly ad economy forecasts get rosier, but the biggest companies will benefit the most

Ad spending looks set to keep going strong for the foreseeable future. In fact, experts have even revised their forecasts to account for the additional upside. June 11, 2024 [PRESENTED BY]( [Suddenly ad economy forecasts get rosier, but the biggest companies will benefit the most]( Ad spending looks set to keep going strong for the foreseeable future. In fact, [experts have even revised their forecasts]( to account for the additional upside. Additional coverage: - Talking ahead of the industry standards body's annual conference, and 10th anniversary, [IAB Tech Lab’s CEO Anthony Katsur discusses its challenges](. - At the World Wide Developer Conference, [Apple executives previewed operating system updates]( for its desktop, mobile and peripheral devices, intended to entrench its position as one of the industry's leading tech and media corporations. - If you feel like everything is turning into an ad network that might be because, well, everything is turning into an ad network. [More in this Digiday+ Marketing Briefing.]( - Listen to the [fourth and final episode of the Digiday Podcast's Creator series]( on how two creators grew online communities through advocacy. - Ad verification technologies are the scapegoats whenever there’s a blunder in advertising. So it was no surprise when [recent ad tech snafus dragged these companies into the spotlight](. Keep up with Digiday at Cannes Lions this year: [Sign up for our daily briefing.]( In the run-up, here’s our preview of Cannes: - Grab your shades and let's dive into the glam and occasional absurdity of Cannes' social whirlwind. [Here's the scoop on the hottest spots to visit while you're in town.]( Other things to know about - The Greater Good Awards recognize the companies committed to making a positive impact. [Discover this year's categories]( and enter by June 28 to save. - [Risk-taking to achieve competitive advantage]( is becoming far less palatable among leading brands and agencies. Sponsored by Alliant. - By giving creators like The Mom Edit campaign context and creative flexibility, brands like Saks foster [more authentic storytelling that drives engagement and successful sales outcomes](. Sponsored by Collective Voice. Top Stories Ivy Liu [Navigating Economic Instability]( [Suddenly ad economy forecasts get rosier, but the biggest companies will benefit the most]( Ad spending looks set to keep going strong for the foreseeable future. In fact, experts have even revised their forecasts to account for the additional upside. SPONSORED BY [Logo] [Why enriched small business data is crucial for B2B and business marketers]( [img]( B2B and business marketers often need help connecting effectively with small and medium-sized business accounts. Some of this is due to the difficulty in reaching SMBs effectively with the tools available. Through Intuit’s SMB MediaLabs, business marketers can reach business audiences based on Intuit’s first-party data, taking their marketing efforts to another level with accuracy and efficiency. This first-of-its-kind B2B media network is focused solely on small businesses, leveraging unmatched data via Quickbooks to reach SMB audiences for ultimate success. [Learn more]( howdy! [The Programmatic Marketer]( [The IAB Tech Lab CEO on how 'nothing will be the same' in digital advertising]( Talking ahead of the industry standards body’s annual conference, and 10th anniversary, Anthony Katsur discusses its challenges. [Sponsored by Spectrum Reach]( [How multi-screen attribution reveals what drives customer action]( Precise insights from multi-screen attribution ensure a direct correlation between ad exposure and consumer actions, allowing advertisers and brands to maximize their investment. howdy! [Marketing on Platforms]( [Apple's AI-hype at WWDC underlines its position as the final boss of Big Tech]( The dreaded ‘web eraser tool’ did not materialize, but privacy continues to cloud insights on Apple users. [Sponsored by Spotify Advertising]( [How advertisers are leveraging podcasts to connect with Gen Z]( As advertisers seek to capture the attention of Gen Z, podcasts are a lucrative option, as many in this generation are using this format to learn, grow and connect with their favorite creators. howdy! [Retail Revolution]( [Marketing Briefing: United Airlines, Costco, Chase. Everything is an ad network. Now what?]( If you feel like everything is turning into an ad network that might be because, well, everything is turning into an ad network. Advertisement [Sponsored by Resonate]( [What’s on brands’ checklists as they prepare for the cookieless future]( As the cookie-free world draws near, marketers are shortlisting the impacts their industry will absorb and how post-cookie changes will affect their businesses on a granular level. howdy! [Cannes unveiled: Where to see, be seen, and unwind on the French Riviera]( Grab your shades and let’s dive into the glam and occasional absurdity of Cannes’ social whirlwind. Here’s the scoop on the hottest spots to visit while you’re in town. howdy! [The Creator Economy]( [How creators Molly Burke and Tyler Oakley grew online communities through advocacy]( Listen to the fourth and final episode of the Digiday Podcast’s Creator series. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. 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