What’s the deal with streaming CPMs?; Google Ads tool imports first-party data

Plus: 4 retail media takeaways from eBay Ads’ holiday guide [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 12, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Invasive blue crabs threaten Italy's economy, and the only way out could be eating them. That’s a proposed solution to this natural disaster—[cooking and eating]( the “serial killer” crabs. Eating invasive species could be a solution, but we’ll avoid frying up New York City’s spotted lanternflies for now. Was this email forwarded to you? Sign up [here](. TOP STORY [What does the narrowing range of streaming service CPMs mean for advertisers?]( Cost-per-thousand (CPM) impressions rates are trending downward and narrowing across top streaming services. This is the product of a soft upfront market in early 2023 and rate moderation by Netflix, which launched its ad tier in late 2022 with unrealistically high CPMs. Disney has also lowered CPMs since its late 2022 launch but by a smaller margin. The rate shifts follow historical patterns of services launching with wish-list pricing, only to backtrack in response to buyer resistance. The playing field among major streaming services is more even than it was in late 2022. This should free advertisers to allocate budgets based on factors like specific shows and audience demographics, rather than price comparison. [What does the narrowing range of streaming service CPMs mean for advertisers? ]( [Keep reading]( NEWS AND VIEWS [Google introduces ad-measurement tool]( Our view: Google Ads Data Manager will help advertisers use first-party data as Google transitions away from third-party cookies in 2024. Marketers will be able to connect customer relationship management and customer data platforms through the new tool, which should foster confidence after cookies. [TikTok now supports direct posting from AI-powered Adobe apps, CapCut, Twitch, and more]( Our view: The new integrations will be useful for marketers working within editing apps. That means as external apps get more advanced, videos on TikTok will as well. [AI is a new tension point between creators, social platforms, and brands]( Our view: With up to 97% of creators already using AI tools in the creative process, per Creator Now, the technology presents massive opportunities and risks for sponsored content. But over one-third of creators surveyed by Creator Now said they needed more training on how to use AI tools. INDUSTRY VIEWS [Choosing a data partner for 2023 and beyond]( Cookie deprecation is closing in. It’s time for advertisers to evolve and adapt. Here are four questions to ask potential data partners that supply cookieless, permissioned, first-party purchase data to ensure you lock in a partner with staying power. This article was contributed by Attain. [Choosing a data partner for 2023 and beyond | Sponsored Content ]( [Keep reading]( ANALYSIS [4 retail media takeaways from eBay Ads’ holiday guide]( Retail media ads are an important way to boost marketplace spend, but how brands go about advertising requires strategy. When setting up your retail media approach this holiday season, consider which products sell when, what kinds of ads drive conversions, and the importance of discovery in retail media. [Keep reading]( THINGS TO KNOW 🍎 [The Google trial shows that Apple’s search deal is the most important contract in tech]( 🔔 [TikTok helped revive the marketing jingle. Just don’t call it that.]( 🔎 [How to find your niche in SEO]( 🤖 [OpenAI plans major updates to lure developers with lower costs, sources say]( PODCAST [Behind the Numbers: The Daily]( Is US ad spending about to hit the gas, a Spotify/Roku deal, and Amazon's NFL streaming. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Intuit Mailchimp. [Listen in]( THE BIG QUESTION Teenage dream: Which of the following is the favorite social platform of US teens? A) Snapchat B) TikTok C) Instagram D) BeReal [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](