A marketer’s guide to post-cookie identifiers

Peeking into the post-cookie pantry Charts. News. Analysis JANUARY 12, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Jen King Last year, 82 of the top 100 most watched TV programs in the US were NFL games. What does that look like? Check out the [visualization](. TOP STORY [A marketer’s guide to post-cookie solutions]( After postponing a couple of times, Google has confirmed it will deprecate Chrome cookies once and for all in 2024. Are you ready? Here’s what you need to know to navigate this new world, including how to talk to internal and external partners, a rundown on identity solutions, and why you need to start now. [Keep reading]( ANALYSIS [Netflix to stream Screen Actors Guild Awards in live events push]( The awards show will stream on Netflix’s YouTube channel this year and directly on Netflix in 2024 after taking over rights from cable networks TNT and TBS. Netflix isn’t just taking on other streamers; it’s taking on broadcasters, as it chases a greater share of viewers’ attention. [Keep reading]( REPORT [Just 5 countries will produce double-digit growth rates for total media ad spending in 2023, and of these India will be the only large market to do so]( However, 14 countries will see double-digit growth rates in digital advertising, including the US. Although times are tough for the industry, the advertising world is by no means in dire straits on the digital side of the ledger. [2023 worldwide digital ad spend forecast: China and Western Europe disappoint, Latin America and India still Rolling]( [Keep reading]( NEWS AND VIEWS 🐦 [Twitter adds “For You” tab.]( TikTok imitation is the sincerest form of flattery for social media companies.   📢 [Biden calls for legislation limiting personal data use and targeted ads.]( Legislation would pose risk to the already struggling digital ad market. 🍔 [Burger King crowns new CMO for US and Canada.]( Patrick O’Toole joins the home of the Whopper from PepsiCo’s Mountain Dew brands. 🤖 [OpenAI eyes monetization with “ChatGPT Professional” pilot.]( The premium tier will respond faster and guarantee access for paying subscribers. 🏈 [Thursday Night Football viewership drops by 4M.]( A year into the NFL’s Amazon streaming deal, fans trend younger on Prime Video than linear TV. 📱 [AI wrote the script for Mint Mobile’s new ad.]( Ryan Reynolds, actor and Mint Mobile’s co-owner, prompted ChatGPT to “use a joke [and] a curse word” in his voice. 🩳 [YouTube Shorts moves from creator fund to ad-revenue sharing.]( YouTube moves from attracting Shorts creators to making the format sustainable. 🍎 [Apple Business Connect lets companies customize content across Apple.]( The streamline across Maps, Siri, Wallet, and Messaging rivals some of Google’s features. PODCAST [Behind the Numbers: The Daily]( 2023 video trends—Video vs. TV ad spend, streaming services become cost-conscious, and more. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Tinuiti. [Listen in]( THE BIG QUESTION Binging out: True or false? Weekly podcast listeners listened to more podcasts per week in the fall of 2022 than they did in the spring. [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](