From the generative AI boom to X’s advertising crash — these were the 5 biggest ad industry shocks in 2023 and what they mean for next year

• Advertisers dealt with big changes this year to platforms and a boom in gen AI.
• Next year marketers are looking for more scale in newer platforms like streaming TV and retail media.
• Meta and Google’s bounce back also has advertisers questioning their investments.

2023 was a tough year for the advertising industry, but one that also opened up tons of new possibilities and opportunities.