Digital advertising in Europe is both exposed to cyclical forces of economic uncertainty and structural forces of industry change. As the season of 2024 predictions inevitably begins, the presentation took an empirical, evidence-driven look at the future by analysing 10 forces shaping the future of digital advertising. From the well-trodden industry transformations to largely unnoticed developments, the presentation, delivered by IAB Europe's Chief Economist, Daniel Knapp, encompassed perspectives on the buy and sell side and implications for the future, always rooted in ad spend data.

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