2023年年中广告展望

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This report provides insights on the trends that are expected to impact the advertising industry in the second half of the year and early 2024. The report is based on survey data gathered from leaders across brand marketers, advertising agencies, tech companies, and media providers. The key insights highlighted in the report include the dominance of generative AI in consumer trends, the continued increase in spending in social media, the growing importance of creative testing, the intensification of concerns about CTV reach and frequency, and the overall industry stabilization. The report concludes by providing methodology and information about Mediaocean.