Explaining Apple’s iOS 17 tracking changes; Google Search calms ad concerns

Plus: Among active users, Netflix takes the platform crown, but ad-friendly TikTok, Hulu, and YouTube have better outlooks [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis JULY 26, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Would you try mustard-flavored Skittles? Soon you can, [thanks to a collab with French’s](. Some other pitches we have for Skittles flavors: ranch dressing, hot sauce, miso soup. Are you writing this down, Mars? Was this email forwarded to you? Sign up [here](. TOP STORY [5 burning questions surrounding Apple’s iOS 17 Mail, Messages, and Safari link tracking changes]( What’s happening? Apple announced in June that iOS 17 would provide “even greater protections against trackers,” in a move that will affect links shared from Mail, Messages, and in Safari’s private browsing mode. [Keep reading]( NEWS AND VIEWS [Alphabet steams past ad worries, fueled by Google Search]( Our view: YouTube also provided some modest help with [2 billion monthly users]( watching Shorts. Despite competition from TikTok and Microsoft’s AI search, Google’s ad business remains strong. [Meta, Microsoft, and Amazon team up on maps project to crack Apple-Google duopoly]( Our view: Maps offer a major ad opportunity, but Apple and Google are seemingly unshakable in their dominance. The partnership of three other giants will be one to watch. [Google Display, Dynamic Search Ads roll into AI Performance Max]( Our view: Marketers don’t have to opt into AI-supported Performance Max. As ad targeting gets more difficult, anything Google can do to make marketers’ lives easier could pay off. BY THE NUMBERS [Among active users, Netflix takes the platform crown, but ad-friendly TikTok, Hulu, and YouTube have better outlooks]( - Netflix will remain on top despite a shaky 2023. Netflix is the only brand that claims at least an hour of time per day from its active users, but its time spent will decline by 1 minute this year. - Estimates for Hulu and the other sub OTT services were not affected by the writers strike. Time spent with Hulu will increase by 1 minute this year, to reach 53 minutes (0:53). - TikTok and YouTube are in a close fight for short- and medium-length video viewing time. TikTok’s users (0:54) will remain more engaged than YouTube’s (0:49), although YouTube’s user base will remain far larger, per our forecast [Among active users, Netflix takes the platform crown, but ad-friendly TikTok, Hulu, and YouTube have better outlooks]( [Dive deeper]( THINGS TO KNOW 🤖 [AI offers Microsoft a needed boost]( 🧵 [Meta’s Threads app is rolling out a Following feed]( 🔍 [Why it’s impossible to compete with Google Search]( 🎡 [TikTok is building an Amazon-like flywheel, writes Jasmine Enberg]( 👻 [Snap’s results reveal revenue loss, user growth, and innovation]( PODCAST [Behind the Numbers: Reimagining Retail]( What to watch out for this back-to-school season and how retailers can stand out. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION One for the ages: Which of these brand values does Gen Z rank most important when shopping? A) Mental health B) The environment C) LGBTQ+ rights D) Civic engagement [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](