What Gartner’s 2024 digital ad hype cycle shows about marketing innovation and adoption

From technical complexities to regulatory issues, Gartner’s 2024 Digital Advertising Hype Cycle highlights many of the themes marketers continue to address. The annual report — which includes all manner of innovations ranging from marketing analytics and programmatic advertising, to the future of AI — also analyzes how marketers can tackle ongoing challenges through such means as consent-based targeting, data transparency, first-party data sourcing and new ideas for measuring and optimizing campaigns.

Released August 7, the nearly 70-page report covers more than a dozen technologies with forecasts for adoption timelines, along with their myriad promises, challenges and potential outcomes.

“Marketers are looking to increase or stretch fewer dollars over more expensive mediums and more expensive tools,” said Gartner marketing analyst Mike Froggatt, who co-authored the report. “With marketing tech providers, it’s pretty safe to say they’re not going to be reducing their costs — especially as they started to create AI and other tools that … require a ton of processing power. That’s not cheap.”

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