Week in Review: How 5G will benefit payments and mobile commerce; What to expect from the AppTrackingTransparency update

Though still in the early stages of rollout, 5G technology could bring about positive changes to the retail industry, as retailers seek to maintain their digital transformation efforts and bring consumers safely back into stores in 2021. April 18, 2021 [Week in Review: How 5G will benefit payments and mobile commerce; What to expect from the AppTrackingTransparency update]() Though still in the early stages of rollout, 5G technology could bring about positive changes to the retail industry, as retailers seek to maintain their digital transformation efforts and bring consumers safely back into stores in 2021. Retailers will use their IT investments in 5G to enhance the customer experience, both in-store and online. As noted in our December 2020 report “Future of Retail 2021,” digital-first retail experiences with zero-touch checkout will become more commonplace this year. There’s already significantly higher consumer interest in mobile payments and mobile app orders: 30% and 28% of US consumers expressed interest in those respective technologies in a June 2020 survey from Periscope By McKinsey, both up more than 10 percentage points from similar polling in March 2020. The industry can also expect frictionless stores of the future to proliferate, as digital-first retail experiences such as Amazon Go continue to expand. =/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ= [Read the full article.]() [[Webinar] Do Consumers & Society Trust Your AI Marketing?]() Marketers walk a thin line between useful, targeted ads and ones that are invasive. Learn how to build trustworthy, inclusive, and valuable AI marketing messages for your audience. Join this eMarketer Tech-Talk Webinar, with presenting sponsor Salesforce. [Register Now]() [4 reasons to put the brakes on social audio]() The excitement over social audio is palpable, judging by the number of companies building out apps or features to support it, and by the number of news reports and opinion columns covering it (our own “Clubhouse and Social Audio 2021” report included). But any marketer that’s active in social media should weigh the drawbacks of entering social audio right now. Here are some key issues to consider before jumping on board. [Read the article.]() [chart-image]() [The Ad Platform: What to expect from the AppTrackingTransparency update]() Apple plans to roll out a major update to iOS this spring, requiring an opt-in before apps can track users across channels. "Behind the Numbers" host Marcus Johnson turns the tables on eMarketer principal analyst at Insider Intelligence Nicole Perrin to ask about the latest research on AppTrackingTransparency opt-ins, the China Advertising ID (CAID), and how advertisers are preparing. ["Behind the Numbers" is made possible by Neustar. Listen in.]() [chart-image]() [How content publishers can leverage affiliate commerce](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) Affiliate commerce isn’t new for many publishers, nor is it for marketers. But more content publishers are entering the affiliate space, creating new opportunities for performance marketers to reach high-quality audiences through high-quality content. Meanwhile, the affiliate model itself is evolving. Some affiliate networks now offer marketers more ways to attribute sales to multiple publisher touchpoints along the path to purchase. [Read the article.](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) [chart-image](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) [Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids]() On today's episode, we discuss some digital audio developments from Spotify and iHeartMedia, how podcast advertising can add value, in-car audio entertainment, and what the first flavor of advertising on social audio platforms will look like. We then talk about what to expect from this years' Interactive Advertising Bureau (IAB) Podcast Upfronts, how people are approaching podcast moderation, and the market for podcasts created for children. Tune in to the discussion with eMarketer forecasting analyst at Insider Intelligence Peter Vahle. ["Behind the Numbers" is made possible by Neustar. Listen in.]() [chart-image]() [NortonLifeLock’s head of direct acquisition on the competitive advantage of great CX]() We recently spoke with Sarah Hodkinson, head of direct acquisition at NortonLifeLock, about the value of focusing on customer experience (CX), why organizations find it so difficult to implement, and how to measure CX success. [Read the interview.]() [chart-image]() [How big can Amazon get, Best Buy's membership program, and foot traffic recovery](/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) On today's episode, we discuss Amazon's current size, how much more of the market it might swallow, and whether others could ever compete. We then talk about Best Buy's new membership program, Instacart, DoorDash, and Walmart getting into financial services, and how much in-store foot traffic has recovered in 2021. Tune in to the discussion with eMarketer analysts at Insider Intelligence Daniel Keyes and Blake Droesch. ["Behind the Numbers" is made possible by Neustar. Listen in.](/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) [chart-image](/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) [Who stands to gain from real-time payment adoption?](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) B2B, C2C, and B2C payments all stand to gain from shorter settlement times, which offer greater financial flexibility and control. Faster payments’ speed also provides valuable transparency for firms, which benefit from the certainty of immediate payment. [Read the article.](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) [chart-image](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by Insider Intelligence Inc. [Unsubscribe](/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) | [Change email address](/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) | [Advertise](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) [Select "Research Submissions"](=/ODY3LVNMRy05MDEAAAF8hAxaj6E4FeEie1zCyKtA9zMK-_k3iYineMlm_DXtdmh2808Of7fAEe_sI-aOOQ-t9yaDWCQ=) for potential inclusion in the eMarketer Daily. 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