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It’s barely halfway through January, but publishers are already kicking off a busy year as they prepare for the inauguration and what another “Trump bump” might mean for them. But before that, about 50 publisher professionals took some time to reflect on 2024. What they told Digiday+ Research in a fourth-quarter 2024 survey is that revenues were up last year and media companies had a successful 2024 — but that success didn’t extend to the media industry as a whole.

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We’re wrapping up another eventful year. TikTok has found itself on the positive and negative sides of the news cycle, Google pulled its plans to kill third-party cookies and publishers continued to move the pieces of their revenue puzzles around searching for the right fit.

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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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