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The advertising technology (AdTech) industry has been rapidly evolving over the past few years, driven by advancements in artificial intelligence (AI), machine learning (ML), and big data analytics. New Google’s policy and cookieless guidelines create great challenges for AdTech.

In 2024, we can expect to see several emerging AdTech trends that will shape the future of this industry.

1. Personalization at Scale

In the world of AdTech, personalization has become an essential strategy for marketers looking to engage with their audiences on a deeper level. By tailoring ads to individual interests, preferences, and behaviors, brands can create more relevant and impactful advertising experiences. But as the amount of data and complexity of advertising campaigns grow, achieving personalization at scale has become an increasingly challenging task.

What is personalization at scale?

Personalization at scale refers to the ability to create and deliver personalized advertising experiences to a large number of individuals in a timely and efficient manner. This requires the use of advanced algorithms, machine learning, and artificial intelligence to analyze vast amounts of data and make predictions about what content will resonate with specific audiences. The goal is to create personalized experiences that feel natural and seamless rather than intrusive or disruptive.

Personalization at scale

Benefits of personalization at scale

One of the main benefits of personalization at scale is increased engagement. When ads are tailored to individual interests and preferences, audiences are more likely to pay attention and take action. This can lead to higher click-through rates, conversions, and, ultimately, brand revenue.

Another benefit of these advertising technology trends is improved customer satisfaction. By delivering relevant content, brands can create a more favorable impression in the minds of their audiences. This can lead to increased loyalty, brand advocacy, and a lower risk of negative feedback or churn.

Challenges of personalization at scale

Achieving personalization at scale is not without challenges. One of the biggest obstacles is the sheer amount of data that needs to be processed and analyzed. With so many different data sources, knowing which information is most relevant for each individual can be difficult. Additionally, the algorithms and models used to make predictions must be constantly refined and updated to account for changing consumer behavior and AdTech trends 2024.

Another challenge is ensuring personalized experiences are not perceived as intrusive or creepy. While audiences may appreciate relevant content, they may feel uncomfortable if they believe their privacy is being violated or their behavior is being tracked without their knowledge or consent. Brands must be transparent about their data collection and use practices and provide opt-out options for individuals who prefer not to be tracked.

Best practices for personalization at scale

To achieve personalization at scale, brands must have a comprehensive data strategy in place. This should include collecting data from multiple sources, such as website analytics, social media, and third-party providers, and storing it in a centralized location for easy analysis. Brands should also invest in machine learning and AI tools to help automate the analysis and prediction process.

It’s also important to test and refine personalized experiences on an ongoing basis. Brands should conduct regular A/B testing to compare the performance of different ad variations and adjust their strategies accordingly. They should also monitor customer feedback and make changes to their campaigns based on customer insights.


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2. Native Advertising

In the world of digital marketing, native advertising has emerged as one of the popular advertising technology trends that have revolutionized how brands communicate with their audience. Native advertising, which involves creating ads that blend seamlessly with the content of a website or app, has become increasingly popular among marketers because of its effectiveness in engaging consumers and driving conversions. However, some challenges come with implementing AdTech trends 2024.

Benefits of native advertising in AdTech

Increased engagement:

Native ads are designed to blend in with the content on a website or app, making them less intrusive than traditional banner ads. This leads to increased engagement and click-through rates as users are more likely to interact with an ad that feels like a natural part of the content they are already consuming.

Improved brand awareness:

By creating ads that are designed to fit seamlessly with the content on a website or app, brands can improve their visibility and increase brand awareness. Native ads allow brands to promote their products or services without disrupting the user experience, resulting in a more positive brand perception.

Higher conversions:

Native ads are highly effective in driving conversions because they are targeted to specific audiences and are designed to blend in with the content they are placed in. This makes them more relevant and appealing to users, leading to higher click-through rates and, ultimately, more conversions.

Better user experience:

Native ads are designed to be non-intrusive and relevant to the user, resulting in a better overall user experience. By creating ads that feel like a natural part of the content, brands can enhance the user experience and build stronger relationships with their audience.

Challenges of native advertising in AdTech

Disclosure requirements:

One of the biggest challenges with native advertising is clearly disclosing that the content is sponsored. Failure to do so can result in legal issues and damage to brand’s reputation.

Brand safety Concerns:

Placing native ads on third-party websites or apps can result in ads appearing alongside inappropriate content or damaging the brand’s reputation. Advertisers must carefully vet publishers and ensure their ads are placed in brand-safe environments.

Measuring effectiveness:

Measuring the effectiveness of native advertising can be challenging as there are no clear industry standards for measuring success. Brands must establish clear goals and track relevant metrics to determine the effectiveness of their native advertising campaigns.

Production costs:

Creating high-quality native ads can be expensive, as they require more time and resources to produce than traditional banner ads. Brands must balance the cost of production with the potential benefits of increased engagement and conversions.

3. Programmatic Advertising

In the world of digital advertising, programmatic advertising has revolutionized how brands and businesses reach their target audience. With programmatic advertising technology trends, ads are bought and sold through an automated process using algorithms and real-time bidding, allowing for a more efficient and effective advertising process.

Programmatic advertising has rapidly gained popularity in the AdTech industry, with ROI Revolution’s 2023 State of Digital Marketing Survey predicting 30.5% of marketers plan to increase or maintain their investment in programmatic advertising this year.

Benefits of programmatic advertising

Increased efficiency:

Programmatic advertising technology trends streamline the process of ad buying, eliminating the need for manual processes such as negotiations and paperwork. This allows for a more efficient advertising process, enabling advertisers to reach their target audience faster and more precisely.

Improved targeting:

Programmatic advertising uses data and algorithms to target specific audiences, allowing for a more targeted and personalized advertising experience. Advertisers can target their ideal audience by using data such as location, browsing history, and demographics, leading to higher engagement rates and conversions.

Real-time optimization:

Programmatic advertising allows for real-time optimization, meaning ads can be adjusted and optimized in real-time based on their performance. This allows advertisers to make data-driven decisions and adjust their campaigns on the fly, leading to better performance and higher ROI.

Challenges of programmatic advertising

Ad fraud:

Ad fraud is a major concern in programmatic advertising, with fraudsters using bots to generate fake impressions and clicks on ads. This can lead to wasted ad spend and decreased ROI.

Lack of transparency:

Programmatic advertising can be opaque, with advertisers often unsure where their ads are placed and how their budget is spent. This lack of transparency can lead to distrust and inefficiencies in advertising.

Ad blocking:

With the rise of ad-blocking software, advertisers must create engaging and non-intrusive ads to ensure that users do not block them.

Future of programmatic advertising

Programmatic advertising is continuously evolving, with new technologies and trends emerging regularly. Here are some potential future developments for programmatic advertising:

Increased use of AI:

As artificial intelligence continues to advance, it will play a larger role in programmatic advertising. AI can be used to optimize campaigns, create personalized ads, and improve targeting.

Greater transparency:

With the growing concern over ad fraud and lack of transparency, industry leaders are calling for greater transparency in programmatic advertising. This may lead to the development of new standards and regulations.

Expansion to other channels:

While programmatic advertising has primarily been used for digital display ads, it is starting to expand into other channels, such as connected TV and audio.

4. Voice-Activated Advertising

Voice-activated technology has transformed how we interact with our devices, from smartphones to smart home devices. As a result, the advertising industry has noticed and started exploring the potential of voice-activated advertising.

What is voice-activated advertising?

Voice-activated advertising, as the name suggests, involves using voice-activated technology to deliver ads to users. This technology uses natural language processing (NLP) to understand voice commands and provide relevant responses. With the rise of voice assistants like Amazon's Alexa, Google Assistant, and Apple's Siri, advertisers have a new platform to deliver their messages to potential customers.

Approximately seven out of ten people prefer voice search over the traditional typing method when creating a query.

Benefits of voice-activated advertising

One of the main benefits of voice-activated advertising is that it provides a new channel for advertisers to reach their target audience. Voice assistants are becoming increasingly popular, and by 2024, it is estimated that there will be 8.4 billion digital voice assistants in use. This provides a massive opportunity for advertisers to reach a wider audience and engage with them in a new way.

Number of digital voice assistants in use worldwide from 2019 to 2024 (in billions)

Another benefit of voice-activated advertising is that it allows for a more personalized experience for users. By using NLP, voice assistants can understand the user's preferences and provide them with relevant ads. This means that users are more likely to engage with the ads they see, leading to a higher conversion rate for advertisers.

Challenges of voice-activated advertising

Despite the benefits, voice-activated advertising also faces some challenges. One of the main challenges is ensuring that the ads are not intrusive or annoying to users. Voice assistants are often used for tasks that require concentration or are time-sensitive, such as setting reminders or making phone calls. Interrupting these tasks with an ad can be frustrating for users and may lead to negative brand associations.

Another challenge is that voice-activated advertising is still a relatively new technology, and industry standards and best practices are lacking. Advertisers need to ensure that their ads are optimized for voice-activated technology and provide a seamless experience for users.

Future of voice-activated advertising

Voice-activated advertising is still in its early stages, but it has the potential to transform the advertising industry. As technology continues to evolve, advertisers will need to adapt to new platforms and ways of delivering their message. Voice-activated advertising is just one example of how technology changes our thoughts about advertising.

In the future, we can expect to see more sophisticated voice-activated technology that can understand the natural language even better. This will allow advertisers to deliver even more personalized ads to users. We can also expect to see more industry standards and best practices developed to ensure that voice-activated advertising provides a positive user experience.

5. Privacy and data security

By collecting vast amounts of consumer behavior data, AdTech companies can personalize advertisements and deliver them directly to consumers. These advertising technology trends win the market. However, with this increased use of consumer data comes a heightened risk to privacy and data security.

Importance of privacy in AdTech

With the rise of AdTech, privacy concerns have become a major issue. Consumers are becoming increasingly aware of the amount of data being collected on them and are demanding greater transparency and control over their personal information. AdTech companies must balance the need for consumer data with the need to protect consumer privacy.

AdTech companies must ensure that their data collection practices are transparent and that consumers can opt out of targeted advertising. This requires AdTech companies not only to meet advertising technology trends but to clearly communicate how they collect and use consumer data and to provide easy-to-use opt-out mechanisms. Failure to provide these safeguards can lead to a loss of consumer trust and damage to a company's reputation.

Role of data security in AdTech

In addition to privacy concerns, data security is also a major issue in AdTech and one of the top advertising technology trends. AdTech companies collect and store vast amounts of consumer data, including personally identifiable information (PII), which can be targeted by cybercriminals. A data breach can have serious consequences, including financial loss, damage to a company's reputation, and legal liability.

AdTech companies must secure their data against unauthorized access, theft, and loss. This includes implementing strong data encryption, access controls, and monitoring systems. Companies must also have a plan in place for responding to data breaches, including notifying affected consumers and authorities as required by law.

Challenges facing AdTech

AdTech companies face several challenges when it comes to privacy and data security. One challenge is the complexity of the AdTech ecosystem. Advertisers often work with multiple AdTech providers, each with its own data collection and storage practices. This can make it difficult to ensure consumer data is properly secured.

Another challenge is the constantly evolving threat landscape. Cybercriminals are constantly developing new tactics and tools to steal data, and AdTech companies must be able to adapt to these threats quickly. This requires ongoing investment in security infrastructure and training for employees.


In conclusion, the AdTech industry is poised for continued growth and innovation in 2024, driven by advances in AI, ML, and big data analytics. Advertisers who can effectively leverage these emerging advertising technology trends will deliver more personalized, relevant, and engaging experiences to their target audiences while maintaining consumer trust and data privacy.

If you are looking for an AdTech product development company, don’t hesitate to contact Axon team and get a free consultation regarding your project!

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