4 strategies for leveraging first-party data; Spotify, Reddit get TikTokified

Plus: Why retail media will be the third and biggest wave of digital advertising [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis MARCH 9, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling TikTok invited creators to join top execs in Washington, DC in the hopes of winning over lawmakers, [The Information reported](. This comes during a week in which [a national TikTok ban]( is starting to look shockingly possible. Until then, we’ll be watching out for TikToks titled “get ready with me to lobby my senator” and “a day in my life watching a bill become a law.” TOP STORY [Start broad, then narrow your focus: Expert strategies on first-party data use]( The race is on for marketers to bolster their first-party data strategies. But navigating the collection, organization, and activation of that data can be tricky. Here are four tips from experts to help you get started, including creating a “primary source of truth” and keeping your tech stack up to date. [Keep reading]( NEWS AND VIEWS [Bing crossed 100 million daily active users]( Our view: That’s a sixfold increase in daily activity from before launching its new AI-powered search engine, according to Microsoft. But will those users stay past the hype? And are they using Bing to replace Google Search, or just experimenting with the platform? [Spotify got a TikTokified makeover.]( And [so did Reddit]( Our view: Making your platform look like TikTok isn’t just a tactic for Instagram and Twitter. Spotify’s and Reddit’s redesigns look a lot like TikTok. The name of the game is getting users to spend more time in the apps. [Americans want to delete Instagram more than any other app]( Our view: Just because searches for how to delete Instagram are up doesn’t mean the platform is losing users; it’s not. In fact, Instagram will gain about 5 million US users this year, according to our forecast. But in order to keep them around, Meta needs to address users’ issues with the platform. ANALYSIS [Why retail media will be the third and biggest wave of digital advertising]( Retail media will be a $45 billion market this year and will continue to grow by about $10 billion in 2024, according to our forecast. Currently, the majority of retail media ad spend is driven by search. But the next phase will be driven by upper-funnel formats and in-store ad opportunities. [Keep reading]( THINGS TO KNOW 🦾 [17 tips to improve your AI-assisted content creation process]( 🏫 [Microsoft, Google-backed group to boost AI in low-income schools]( 📺 [Best Buy Ads launches self-service campaign management platform]( 🎮 [IAB: 5 misperceptions about video game advertising]( 🏃‍♀️ [Coca-Cola, Morgan Stanley join brands backing women’s sports]( 🔎 [How will generative AI change search?]( PODCAST [Behind the Numbers: The Daily]( What’s next for YouTube as CEO exits, ads for Apple TV+, and improving ad measurement. 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 Blending in: Which of the following statements about US native digital ad spend is false? A) Native digital ad spending will increase this year B) Desktop/laptop native ad spend will see a huge turnaround this year C) Social native display ad spend will grow at a higher rate this year than nonsocial D) Native video ad spending growth will slow this year [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](