2024's Digital Evolution: The Biggest Tech and Marketing Shifts You Need to Know

As we enter a new year, it's the perfect time to look back at the most game-changing updates across the digital world. And let’s be honest, there have been plenty of them! These shifts are not just shaping today but are laying the groundwork for what's coming next. 

We've put together a roundup of the 2024’s most exciting developments — just in case you missed any of the action!

CHATGPT LAUNCHES ITS OWN SEARCH TOOL

ChatGPT has truly transformed our industry—and countless others—redefining how people access and interact with information. Its ground-breaking impact is no surprise, especially with the introduction of the new Search GPT function. Many believe this innovation could become a serious contender to Google, shaking up the search engine landscape like never before.

In response to the competition, Google launched Google Gemini, a powerful AI-powered chatbot designed to set new standards in innovation. 

AI Transforming Digital Channels

Generative AI has taken center stage across digital platforms, driving some of the most significant updates of the year. Here’s how it’s reshaping the landscape:

Smarter Targeting: AI-powered models are now pinpointing potential customers with greater precision, improving performance.

Enhanced Analytics: Intuitive reporting tools now offer built-in insights, unlocking a deeper understanding of customer behavior.

Seamless Automation: From campaign creation to optimisation, AI has streamlined every step, saving time and boosting efficiency—all while prioritising personalization at scale.

These advancements are redefining how we connect, analyze, and engage in the digital world.

Google Chrome’s Cookie Phase-Out Timeline Extended Again

The marketing world was bracing for the long-awaited end of third-party cookies, only for Google to hit the snooze button once again—pushing the timeline back with no firm deadline in sight. While this gives brands a little breathing room to explore and experiment with alternative solutions, the clock is still ticking. This change will happen, and both brands and agencies need to act swiftly to stay ahead.

Cookie-based targeting is already losing its edge, with its reach and effectiveness dwindling. Current solutions only track a shrinking portion of online users—just 40% to 60%—highlighting the urgency to adapt to a future without third-party cookies.

As an independent agency, we already empower our clients with programmatic solutions that leverage cookieless segments to maximise reach and precisely target users wherever they are.

YOUTUBE: From small to big screen 

Throughout 2023, we observed notable shifts in viewing behavior, with consumption via Connected TV (CTV) steadily increasing. This trend gained even more significance as BARB released its 2024 data on monthly YouTube viewership. Remarkably, CTV surpassed mobile devices in usage starting from December of last year.

Among YouTube’s four screens, CTV emerged as the second most popular platform for total identified viewings in August, trailing only behind the combined viewership of BBC linear channels and BBC iPlayer. However, this trend isn’t universal across all demographics. Younger audiences, especially children, are leading the charge in TV consumption. Meanwhile, slightly older audiences continue to favour mobile devices, though the gap between mobile and CTV usage is steadily narrowing.

CTV Made Smarter: How Brands Are Tapping Into Advanced Ad Capabilities

Connected TV (CTV) and Over-the-Top (OTT) channels have been gaining serious momentum last year, thanks to their highly engaged audiences. Brands are increasingly shifting ad budgets to these platforms, drawn by their ability to deliver highly targeted ads and enable real-time optimisations.

2024 brought some exciting updates to the space. Microsoft expanded its offering by allowing customers to purchase CTV ads through its platform, even including coveted Netflix inventory. Meanwhile, new partnerships shook up the CTV landscape, such as Disney teaming up with Google’s DV360. This collaboration introduced advanced buying capabilities through Google’s DSP, giving advertisers access to premium CTV inventory like never before.

These are only some of the updates we’ve selected, there’s lots more but what’s clear is that the digital landscape is transforming at a fast pace. From revolutionary AI innovations to changes in consumer behaviour and the importance of privacy-first strategies, the year has been nothing short of transformative. As we enter 2025, one thing is certain: staying informed and agile will be key to navigating the ever-changing horizons of technology and marketing. Here’s to embracing the future, one innovation at a time!