Amid economic uncertainties and the looming decline of cookies, advertisers are advocating for more flexibility in the upfront market. First-party data activation is seen as the primary replacement for cookie-dependent solutions, signalling deeper collaborations between buyers and sellers. As the demand for supply path optimisation (SPO) grows, supply-side platforms (SSPs) are adapting. Meanwhile, the rise of streaming has propelled programmatic buying into a pivotal role in TV upfront negotiations, although networks need more time to adjust.

Google's Privacy Sandbox, designed to gauge privacy-preserving data signals, produced mixed results, causing speculation about further delays in phasing out third-party cookies. The efficacy of these solutions remains under scrutiny, with more tests and refinements anticipated.

The diminishing reliance on third-party cookies has amplified interest in AI and machine learning (ML) for advertising. These technologies could provide solutions for targeting, measurement, and optimisation. Simultaneously, programmatic digital out-of-home (DOOH) advertising is gaining traction, especially in retail, even as measurement presents challenges.