How retail media amplifies affiliate marketing; Google SGE rolls out links within answers

Plus: DoorDash, Instacart, Uber Eats deliver the goods [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis Editor’s Note: eMarketer Daily will not publish on Monday, September 4, due to the Labor Day holiday in the US. SEPTEMBER 1, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen It’s the best time of the year: The start of the college football season and its advertising. If you’ve ever wondered, “Is the Nissan Heisman House real?” we’ll get the answer this year with virtual looks through [Zillow](. And while we miss [Larry Culpepper,]( Dr Pepper’s season-opening [ad]( is true hilarity for any media-and-football loving fan. Let’s go! Was this email forwarded to you? Sign up [here](. TOP STORY [How retail media, influencer integration, and tech partnerships amplify affiliate marketing potential]( Affiliate marketing is maturing into a multidimensional, full-funnel channel. But not everyone is convinced of its potential, said Alexandra Forsch, president of Awin Americas. For senior decision-makers, affiliate marketing is “considered a very tactical channel and not a strategic one, and as such, it’s not as attractive,” Forsch said on a “[Behind the Numbers](” podcast episode. [Keep reading]( NEWS AND VIEWS [Google SGE officially rolls out links to webpages within answers]( Our view: This move will hopefully address concerns about lack of citations from marketers and publishers. Google says it will continue to prioritize approaches that drive traffic to relevant websites. [Digital CPMs plummet, second-half rebound expected]( Our view: Advertisers should use this time when costs per thousand (CPMs) are low to reach high-value customers and focus on brand awareness campaigns to carry them through the holiday season. [Instagram’s longer Reels challenge YouTube’s dominance](Our view: This is a strategic move to steal ad spend from both YouTube and TikTok, which already allow 10-minute content, and further shows how social media platforms are converging to ensure they meet all user preferences. ANALYSIS [How DoorDash, Instacart, Uber Eats are delivering the goodsÂ]( DoorDash’s grocery business is booming, and Instacart is leaning on advertising to tide it over as its delivery volumes are down. Perhaps taking a cue from both, Uber Eats continues to add non-restaurant delivery partners while also building out its advertising platform. [Keep reading]( THINGS TO KNOW 🌎 [2024 global ad spend will surpass $1 trillion]( 🚨 [Click fraud encroached on programmatic advertising in Q2]( 🏗️ [Amazon building the world's most powerful advertising machine]( 🧩 [3 steps for cracking the Gen Z marketing code]( ⚠️ [Google will limit campaign reach from advertisers it’s unfamiliar with]( PODCAST [Behind the Numbers: The Weekly Listen]( The rise and stall of Threads, streamflation, and just how significant is TikTok compared with its competitors? 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 Inking deals: Which “Office” character is being revived in an ad for Armored Core 6? A) Michael Scott B) Pam Beesly C) Dwight Schrute D) Jim Halpert [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](