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    2024 will see the start of the ad-supported streaming war

    Four years after Disney+’s debut set off the subscription-based streaming war, the introduction of Amazon Prime Video’s ads tier in 2024 heralds the ad-supported streaming war. And ad buyers are hopeful that the heightened competition on the sell side leads to product development and lower prices, with advertisers’ intensifying budget volatility looming as an X factor.

    “It is going to be the streaming war. Because money is coming in and competition is heating up, and that always equals a battle. And I think that battle is going to start [this] year,” said Shelby Saville, U.S. chief investment officer at Publicis Media.

    “It’s the first year where you have multiple players at scale,” said one agency executive. “Hulu’s been at scale for a while. That’s probably the only one that has been at scale.”

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