Real-time data solutions company, Kochava, has released its predictions for the adtech market in 2024, with a strong emphasis on the role of artificial intelligence (AI) and privacy-safe models in shaping the future of advertising.

Founder & CEO of Kochava, Charles Manning, anticipates AI and related models will significantly impact the advertising industry. He underscores the importance of privacy-safe models trained on first-party data as the cornerstone of successful advertising campaigns.

"We believe the advertising industry will be one of the first at-scale impacted industries through the use of AI and related models. LLMs are now well known across verticals as being an assist for text, image, and now video-based creations, but much of it is consumer-facing novelty", said Manning.

Kochava CTO, Ethan Lewis, highlights the need to enhance developer experiences and leverage AI for intelligent applications. He also advocates for the democratisation of access to advanced technologies and the necessity to adapt to regulatory changes in the app store landscape.

"Shifts from procedural features to AI-driven predictions and recommendations, tailoring apps to users and advancing data-driven decision-making, will transform the experience for customers, users, product owners, architects, and developers”, says Lewis.

Kochava Senior Product Manager Mark Kellogg, also sees the inclusion of LLM's (Location-based Learning Models) into products will boost productivity, delivery, and speed to market.

“Decreasing the availability of granular, device level data that is shareable between developers/service providers will continue to emphasize the importance of 1st party data collection and proper usage. The opportunity will be in the co-mingling of these 1p datasets together in either sophisticated aggregations or DCR-esque technologies. There are currently several DCR solutions, but I predict progress toward consolidation around only a couple”, says Kellogg.

VP of Kochava Foundry, Grant Simmons, notes an underlying trend towards enhancing user privacy on major ecosystem platforms. Less surprisingly, he suggests user consent and privacy-preserving methods of advertising will become paramount in the coming years.

"The success of mobile acquisition strategies will increasingly depend on the ability to respect user privacy choices while providing value and relevance in advertising," Simmons adds.

Gary Danks, GM of AIM by Kochava, suggests Marketing Mix Modelling (MMM) will emerge as a critical tool for marketers in 2024. He believes MMM will offer a holistic view of the marketing landscape and provide a comprehensive picture of investment returns.

"This probabilistic approach to measurement offers strategic insights, ensuring that every media investment decision is backed by robust, data-driven intelligence", he says. "In 2024, MMM is not just an option; its an imperative for forward-thinking marketers aiming to stay ahead in a privacy-centric, ever-evolving marketplace."

Finally, GM of Search Ads Maven by Kochava, Hamilton Radcliffe, sees AI-driven ASO (App Store Optimisation) solutions as critical for marketers looking to maximise return on investment in the mobile-dominated digital space.

"The future of winning in app store optimisation is a creative combination of the ASO AI and transparent, exceedingly configurable automation. It's going to make marketers more efficient and help them see the data more clearly, quickly coming up with creative ideas that work”, says Radcliffe.