Google’s Privacy Sandbox goes live; Meta leans into Reels, AI

Plus: Despite continued strength in mobile advertising, app publishers look for alternatives [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis SEPTEMBER 8, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen Do you trust Rotten Tomatoes as a movie review source? You may want to reconsider, since its Tomatometer [could be skewed]( by financially incentivized critics. One rotten tomato may not spoil the whole barrel, but an onslaught of bad reviews could. Was this email forwarded to you? Sign up [here](. TOP STORY [Meta primed for better end to 2023 on user growth, Reels momentum]( “[Meta] has become more profitable for sure, but it is a leaner, meaner, and hopefully more efficient company,” our analyst Debra Aho Williamson said on a recent episode of “[Behind the Numbers](.” The company’s 21,000 jobs cuts certainly helped boost its margins. “I think that this sets Meta up for a much better second half of this year.” Across all of its platforms, including Facebook, Instagram, WhatsApp, and more, Meta reported 3.88 billion monthly active users worldwide. “It’s really close to crossing [4 billion],” Williamson said, adding that could even happen this year. [Keep reading]( NEWS AND VIEWS [Google’s cookie-replacing Privacy Sandbox now generally available]( Our view: After much delay, the end of third-party cookies feels closer than ever. Advertisers need to become familiar with Google’s new Privacy Sandbox or risk falling behind. [Nielsen enabling first-party data in its Big Data service]( Our view: The Media Rating Council hasn’t yet accredited Nielsen’s use of first-party data for measurements. Nielsen needs to win back trust after losing (and then regaining) its accreditation status. [Survey: 51% of Gen Z women prefer TikTok, not Google, for search]( Our view: With the intro of TikTok Shop, those searches are even closer to becoming product purchases. It’s no surprise TikTok recently introduced search ads to capitalize on this behavior. BY THE NUMBERS [Despite continued strength in mobile advertising, app publishers look for alternatives]( - Privacy restrictions on iOS and Android continue to tighten. So far, advertisers have adapted. Bigger issues may lie in privacy and antitrust [regulations](, which may make third-party app stores viable and—by extension—app store commissions lower. And lurking over everything is generative AI’s impact on search, which may reduce traffic to content sites. - Mobile advertising will keep growing at a rapid clip despite headwinds from privacy laws and generative AI. Even so, app publishers will explore additional ways of making money for premium content. This may have an impact on the type and price of ad inventory in the future, although the volume of in-app advertising should remain strong. [Dive deeper]( THINGS TO KNOW 🤖 [ChatGPT traffic slips again for third month in a row]( 🎥 [What’s going on with full-length movies on TikTok?]( 👩🏻‍⚖️ [What to watch out for as Google goes to court]( 📢 [TikTok’s new Amazon copycat is full of cheap Chinese goods]( 📋 [Google tightens rules around AI use in political ads]( PODCAST [Behind the Numbers: The Weekly Listen]( Are Shorts eating long-form video, paying to avoid Instagram ads, and serving two ads at once. 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 I’m feeling lucky: Google was founded 25 years ago this month. What was the search engine originally called? [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](