The marketing playing field reset in 2022 as pandemic-driven trends once viewed as permanent proved anything but and economic constriction created digital whiplash. This year will test if the industry’s transformational moves have long-term viability: Will ad-supported streaming really usurp TV’s throne? Can alternatives to third-party cookies and measurement currencies take hold? What practical value does the metaverse provide?

Meanwhile, big companies might get even bigger, with the Microsoft-Activision and Kroger-Albertsons deals in the regulatory hot seat. Apple’s reach will advance, weighing on embattled platforms like Meta, and retailers will expand their media networks to capitalize on the migration of dollars toward performance.

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