Get to know Gen Alpha; Nielsen’s new currency

Plus: Digital merchandising brings the best parts of ecommerce shopping into the store [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis AUGUST 29, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling OpenAI released a ChatGPT plan for [enterprise customers](, meaning your business can now be a ChatGPT subscriber. Perks include better privacy, one of the biggest concerns businesses have with ChatGPT use. Was this email forwarded to you? Sign up [here](. TOP STORY [What marketers need to know about Gen Alpha]( Gen Alpha is not a younger Gen Z, and brand messaging targeting the generation should be unique to what matters to them. As the most digitally native generation yet, they expect out-of-the-box digital experiences and forward-thinking tech capabilities. And YouTube is playing an outsized role in brand awareness and discovery. [Keep reading]( NEWS AND VIEWS [Nielsen finally launches a big data currency, but with worrying timing]( Our view: Nielsen needs to stay competitive as other currencies creep in. Arriving days before Nielsen is evaluated for accreditation, the surprise launch has raised questions about how the currency functions and why Nielsen didn’t simply wait a few more days. [Global programmatic click fraud averaged 17% in Q2]( Our view: Desktop web had the highest rate of invalid traffic. Advertisers need to be careful that their traffic is legitimate and that their clicks aren’t falsely elevated through click farms. [US creators opt for Instagram, despite Reels revenue concerns]( Our view: Even as TikTok ticks up in watch time, Instagram is as relevant as ever for influencer marketing. ANALYSIS [Digital merchandising brings the best parts of ecommerce shopping into the store]( Every physical retail incumbents feeling heat from Amazon recognize the need to better compete with digital’s informational and convenience advantages. But they must do so without losing the experiential edge offered by brick-and-mortar. Retailers digitizing stores also face significant hurdles, with capital expenditure requirements topping the list, per a July 2022 Retail Systems Research study. They’re also wary of adding complexity—which can be disruptive to the customer experience—and uncertain ROI. [Keep reading]( THINGS TO KNOW 🛍️ [TikTok trends may take over the back-to-college shopping season]( 🦾 [Will AI make marketing teams stronger or cover their weaknesses?]( 🎞️ [Streaming’s big pain point: There’s too much stuff to watch]( 👻 [Snapchat is jumping on the AI selfie train with ‘Dreams’]( PODCAST [Behind the Numbers: The Daily]( Amazon’s TV and voice strategy, and its plans for payment integration. 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 Trend watch: Which of the following is not one of the top 10 trending TikTok hashtags from the past 30 days? A) #sweetpackaging B) #pumpkinseason C) #scarystories D) #thrifthaul [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](