Increased automation and limited targeting will bring about a shift in the way we see our role as advertisers and how we plan our campaigns in 2024. Not only will we play a more strategic part rather than an executional one, but we will also have to rely less on targeting in the process.

Gone are the days when you spent hours refining your audience targeting to perfection. Now is the time to embrace broad targeting and face the cookieless future heads-on. How do you do that? Go back to basics and put the creative at the center of all that you do.