2024 looks to be yet another uncertain year in the adtech industry. While a major shift away from cookies will have an impact on every sign, some will benefit from major changes in attention measurement and new formats in the year to come.

No matter how challenging the year ahead may seem, keep in mind the constant nature of change in this industry. Take comfort in knowing the industry will evolve and any challenges you face are only temporary.

Read on to discover what lies ahead for you in the coming year

January 20 – February 18

You’re always driven by the desire to make a difference, but this year you will find yourself drawn even more to the topic of sustainability. You have a golden opportunity to collaborate with your adtech peers to take what’s already in progress and elevate it.

February 19 – March 20

Lean into your reputation as the Zodiac’s most creative sign and embrace dynamic creative optimization. You’ll be surprised to discover all the ways DCO can help you stand out and connect with consumers. Don’t be afraid to test the limits of where creativity can take you this year.

March 21 – April 19

You’ll tap into your determined and ambitious nature and become an early adopter of data clean rooms. The implementation challenges will be no match for your optimistic outlook, as you are already envisioning the end result and know the benefits will far outweigh any upfront effort.

April 20 – May 20

You’re not afraid to work hard and your affinity for practicality and stability will have you focused on refining your SPO strategy this year. You’re drawn to the idea of maximum efficiency and you’re ready to achieve it without needing to worry about the integrity of your partners.

May 21 – June 20

Your curious nature will spur you to finally set aside time to explore all the fuss around in-game advertising. You’ll pick up a wealth of information on in-game’s ever-expanding audience and use cases that will have you thinking and experimenting all year long.

June 21 – July 22

This year could prove to be challenging with the ongoing changes in the US privacy regulation landscape. But, don’t let your sensitive and self-protective nature get the best of you. You’ve already made it through GDPR! Stay informed and vigilant and your year will turn out just fine.

July 23 – August 22

A natural leader, you’ll jump headfirst into attention measurement and the possibilities of creative learning. As the industry moves forward on setting standards and continued education, you know you were born ready to take a starring role in the conversation.

August 23 – September 22

You’ll be paying meticulous attention to identity and the KPIs around multiple identity solutions as cookies disappear. Not because you haven’t prepared in advance, but you’ll want to be reassured you haven’t missed anything and have ultimately chosen the best option.

September 23 – October 22

Your drive for harmony will have you spending a good part of the year ahead focused on curation. More efficiency and better workflows are a win-win for both sides of the supply chain, setting you up to spend the back half of the year resting easy.

October 23 – November 21

You love sharing your passions with the world and this year DOOH is going to provide you with the big screen you’ve been waiting for. Given the endless flexibility, creativity, and scalability options it provides, you’re guaranteed to find the perfect way to connect with like-minded audiences to share your message with the world.

November 22 – December 21

As the Zodiac’s most adventurous sign, you’re no stranger to finding the opportunity in emerging categories. You may have grown impatient waiting for the industry to come around on cannabis restrictions, but this is the year to not only explore what’s possible there but in other niche verticals as well.

December 22 – January 19

You make success look effortless so there’s no doubt you’ll navigate the challenges of the retail media sector with ease. Before the year is up, you’ll have revenue rolling in as you master retail media networks and audience extension campaigns alike.

While we have no real fortune-telling abilities, we do have the expertise to help you plan for a successful 2024 no matter what your sign is.

Start 2024 off right