In graphic detail: the rise of Amazon and Apple in adland

Big Tech’s most potent forces are on the rise but still some way off the duopoly. January 03, 2023 In graphic detail: the rise of Amazon and Apple in adland Big Tech's most potent forces are on the rise but still some way off the duopoly. [This article]( is part of a limited editorial series, called The 2023 Notebook, that is designed to be a guide to marketing and media buying in the new year. [Explore the series here.]( Additional coverage: - In 2022, Gen Z became the dominant generation on social media. There has been a shift in social media usage among this generation of social media savvy users. [Here's what that means for 2023.]( - Hollywood films such as "Ready Player One" have sketched out a vision for a fully immersive and interoperable virtual world, and as the metaverse picked up steam in early 2022, in-game advertisers did not necessarily go to great lengths to [clear up their association with this tantalizing concept](. - To kick off 2023, we've asked folks what they expect the top marketing and advertising trends will be this year. More in this [Digiday+ Marketing Briefing](. - These are [the top media trends]( Digiday's editors expect to see in 2023. Other things to know about - For advertisers, obtaining robust metrics across mobile, desktop, social, digital and CTV can be difficult, but is essential to [building and delivering successful campaigns](. Produced in partnership with Marketecture. - For marketers, [relying solely on first-party data is an unrealistic tactic](, even as third-party cookies become obsolete. Instead, alternative identifiers, universal IDs and ID-agnostic solutions will become crucial. Sponsored by PubMatic. - [Including native ads within email newsletters]( means the advertiser’s sponsored content will fit in with what’s surrounding it, rather than overtly looking like an ad — meaning those there to read the newsletter are more likely to read the ad content. Sponsored by LiveIntent. Top Stories Ivy Liu [Marketing on Platforms]( [In graphic detail: the rise of Amazon and Apple in adland]( Big Tech’s most potent forces are on the rise but still some way off the duopoly. howdy! [Marketing on Platforms]( [Marketers to focus on Gen Z in 2023 with dollars moving to TikTok, raw approach to creative]( In 2022, Gen Z became the dominant generation on social media. There has been a shift in social media usage among this generation of social media savvy users. [Sponsored by Amobee]( [The state of premium video]( Brands and agencies are set to increase their investment in premium video content for on-site, linear and CTV campaigns. Advertisement howdy! [Gaming & Esports]( [As metaverse hype subsides, in-game advertising companies are focusing on their gaming roots]( Hollywood films such as “Ready Player One” have sketched out a vision for a fully immersive and interoperable virtual world, and as the metaverse picked up steam in early 2022, in-game advertisers did not necessarily go to great lengths to clear up their association with this tantalizing concept. [Sponsored by United Way]( [How sports sponsorship changed in 2022]( Advertisers are rewriting the endorsement playbook for sports, with more brands working with women’s sports and inking NIL deals. howdy! [Marketing Briefing: What will be the top marketing and advertising trends in 2023?]( To kick off 2023, we’ve asked folks what they expect the top marketing and advertising trends will be this year. Advertisement [Sponsored by Taboola]( [Report: The marketers’ guide to the evolution of retail media networks]( As retail media evolves, marketers are accelerating their first-party data collection and consumer-centric digital strategies. howdy! [Navigating Economic Instability]( [Digiday's top media trends to watch in 2023]( What Digiday’s editors expect to see in 2023. howdy! [Strategizing for the Future]( [Agencies plan to focus on TikTok, among other channels, in 2023]( Even as we start 2023 with uncertainty, marketers are looking to digital video, social media and the metaverse as priorities this year. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](