It was anything but a boring year in ad tech circles—there was a Google ad tech antitrust trial; there was a showdown between X owner Elon Musk and one of the ad industry’s most prominent groups; and the rise of AI in programmatic and automated advertising.

 

As Ad Age looks back on the year that was, ad tech trends were among the most widely discussed. Below is an alphabeticized overview of the biggest moments in ad tech in 2024. 

 

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MFAs and watchdogs

The ad tech community faced significant drama this year, with continued pressure on programmatic ad markets to clean up the online supply chain. Advertisers, and industry groups such as the Association of National Advertisers, prodded ad tech platforms to tackle the problem of “made for advertising” websites, as ads were appearing on spammy pages.

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