TikTok leads in-app purchases; Programmatic direct pulls ahead

Winners and losers in the race to AI [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis MARCH 3, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Henry Powderly Happy birthday to Alexander Graham Bell, who was born on this day in 1847. Without Bell, “pivot to mobile” probably wouldn’t even be in our vocabulary. (Well, maybe it would be, considering [Bell raced with Elisha Gray]( to invent the telephone.) TOP STORY [Ad spending is increasing across all transaction types, but growth rates are higher for programmatic direct and private marketplaces]( One reason: Retail media networks are exploding. With third-party data signals dwindling, advertisers are swarming around the closed-loop attribution offered by retailers. [Advertisers favor closed and private ecosystems for access to data and premium inventory]( [Keep reading]( NEWS AND VIEWS [When it comes to in-app purchases, TikTok outearned Facebook, Twitter, Snap, and Instagram combined]( Our view: Direct user payments are helping to plug the gaps caused by Apple’s AppTrackingTransparency release. And like in many other areas of social, TikTok is leading the pack. [Microsoft’s new AI model can pull content from images, solve visual puzzles]( Out view: GPT might have all of the buzz when it comes to AI models, but in a few years’ time, ChatGPT will look like a relic given how fast models are advancing. [Winners and losers in the race to AI]( Our view: Platforms that integrate AI early will have an advantage, as long as they iterate to keep pace with the evolution of the technology. REPORT [Most smart wearable users in the US are between ages 18 and 44, but the fastest-growing audience is older]( Although growth in new users has slowed in recent years, Google’s renewed push into the wearables market, long dominated by Apple, may spur innovation and create new opportunities for apps and the marketers using them. [Keep reading]( THINGS TO KNOW 📺 [It will be a messy upfronts season]( 🛠️ [Home Depot latest to jump into the Roblox metaverse]( 🏛️ [House legislation would give Biden clearance to ban TikTok]( 🥳 [How advertisers can use first-party data for podcast ads]( 🛣️ [Google offers access management for analytics in Google Ads]( 🗒️ [Brave Search adds summarizer feature using—you guessed it—AIÂ]( 👬🏻[How to move away from Google Ads similar audience segments]( PODCAST [Behind the Numbers: The Weekly Listen]( Time for Google to spin off YouTube, sentiment around targeted ads, and a TikTok car app. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Meltwater. [Listen in]( THE BIG QUESTION Ticking time: True or false? Gen Z spends twice as much time with TikTok than YouTube. [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](