Few can boast of a professional life that includes investment banker, equity research analyst, long-time agency executive, and developer of two of the global advertising industry's most widely relied upon data sets.  Brian Wieser has devoted much of his career to understanding trends in media spending, its overall effect on advertising budgets, and what this means not only to marketers but to investors.  His strategic advisory firm,

Madison and Wall, is just over one year old, and Brian is raising his expectations for the advertising industry in 2024 by forecasting ad growth at 5.6%.  While he explains clear risks and opportunities, he currently sees an upside in ad spending as far out as 2028.  In looking at specific media, he sees strength in commerce media and weakness in TV advertising.