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The time to reflect on the year is upon us, and for marketers in particular, it looks like 2024 turned out to be a good one overall. Revenues were up for most, and many marketers even grew their staff this year.

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We established earlier this week that publishers are moving away from third-party cookies with or without Google. But when it comes to marketers, it turns out they’re a lot more hesitant to let go of cookies than their publisher counterparts, and, in particular, brand marketers are more hesitant than agencies.

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It’s been a notable year in many ways — one of which was Google’s decision over the summer to keep third-party cookies in its Chrome browser after all. Publishers saw this change of heart coming. But it’s not changing their own plans to move away from tracking consumers using third-party cookies.

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This year has marked yet another in which social media has been a dominant part in the conversations about marketers’ strategies and spending. To find out just how the year turned out for the various platforms, Digiday+ Research looked at surveys of brand, retailer and agency professionals conducted in the first and third quarters of 2024 to rank the top platforms based on usage and spending.

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