The ad world is certainly facing a wave of disruption. This year was marked by a surge of experimentation with Web3 technology, and Cohen will analyze how the industry will continue to help develop the metaverse.
The rise of retail media networks is also creating massive opportunities for brands to better reach consumers and comes as the industry prepares (still) for the demise of the third-party cookie. And a measurement upheaval is making it increasingly complicated to analyze how campaigns perform. Cohen predicts attention metrics will add yet another layer to the measurement debate.
Of course, all of this is taking place amid an economic downturn, and as brands and agencies prepare for a tightening of budgets. Cohen discusses how economic uncertainty is expected to shape advertising in 2023.