Tips for Google Analytics 4; Netflix’s ad tier keeps growing

Plus: How Shopify, eBay, and Etsy use AI to strengthen seller relationships, customer experience [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis AUGUST 24, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Meme of the moment: Have you seen the TikToks of people [twirling their pets around]( to the tune of Taylor Swift’s “August”? [Old Bay seasoning]( had its own take on the meme that had a spice container savor(y)ing the moment. Was this email forwarded to you? Sign up [here](. TOP STORY [5 Google Analytics 4 questions, answered by an expert]( Google Analytics 4 (GA4), which launched at the start of July, introduced ecommerce dimensions and metrics, improved audience insights, and better app measurement. “I get excited about it,” said Colleen Harris, director project manager at Ansira. But in order to unleash GA4, you need to understand it. Here are five questions to get you started. [Keep reading]( NEWS AND VIEWS [Netflix still adding new US users after password crackdown]( Our view: User growth, especially in Netflix’s ad-supported tier, means the password crackdown worked. That’s good news for Netflix (and potential advertisers) as it works to build out that ad tier, and bad news for password-sharers who now have to pay for their own accounts. [Google vows more transparency on ads as new EU rules kick in]( Our view: Starting Friday, Google will need to provide more insights into ad targeting and content moderation in the EU. Google, Meta, Microsoft, and other big ad platforms will all have to comply with these EU rules. [Spotify introduces new podcaster tools, including customized pages, analytics, and other controls]( Our view: Apple and YouTube have both just announced new podcast tools. If Spotify wants to grow the 29.7% of US podcast listeners who already use the platform (per our forecast), it needs to keep evolving. ANALYSIS [How Shopify, eBay, and Etsy use AI to strengthen seller relationships, customer experience]( The initial wave of excitement over generative AI is fading, leaving many retailers asking, “Now what?” Some might want to look toward Shopify, which is incorporating generative AI capabilities across its platform to help sellers build and scale their businesses more quickly. Or maybe take a cue from eBay, which is using the tech to make more accurate and helpful product recommendations. Meanwhile, Etsy is working to democratize access to machine learning models to help speed up deployment across its organization. [Keep reading]( THINGS TO KNOW 🐶 [Behind the scenes of ‘petfluencing’]( 🎙️ [YouTube Music to support subscribing to podcasts via RSS]( 👤 [5 things ecommerce advertisers can do with first-party data]( 💼 [LinkedIn’s new ‘brand partnership’ tags to boost creator presence]( 🎵 [Frank Sinatra and Yo Gotti influencing the future of music on YouTube]( PODCAST [Behind the Numbers: The Daily]( Affiliate and partner marketing, YouTube and ad blocking, and programmatic is coming to a theater near you. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Awin. [Listen in]( THE BIG QUESTION Fly high: True or false? US travel industry digital ad spend will grow more this year than it did last 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, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](