Digging into IAB’s identity guidance; Disney, TikTok deal hints at new ad formats

Plus: Inflation, ecommerce, and BNPL drive solid but unspectacular holiday sales growth [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 17, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling It’s day two of Advertising Week New York 2023. One thing we learned? The very first item that was transacted on eBay was a broken laser pointer, according to vice president and general manager of global advertising Alex Kazim, who spoke with our analyst Paul Verna. We’d wager the sale wasn’t exactly … pointless. Was this email forwarded to you? Sign up [here](. TOP STORY [4 key takeaways from IAB’s Identity Solutions GuidanceÂ]( Now that [Google has reaffirmed it will deprecate third-party cookies for all users]( in the third quarter of 2024, it’s clear that marketers need to get their post-cookie plans in place, including how and where identity solutions fit. But there are a few things to keep in mind while exploring identity resolution. Most importantly, identity solutions are fundamental to the entire marketing process. Interoperability is also essential, as is using a combination of deterministic and probabilistic solutions to achieve both scale and precision. Plus, marketers will need to evaluate each identity solution against each use case, using metrics like scalability, cost, and data quality. [Keep reading]( NEWS AND VIEWS [Disney and TikTok strike a major advertising, content deal that hints at new ad formats]( Our view: The Walt Disney Co. partnership could help assuage one of the biggest concerns with advertising on TikTok: brand safety. TikTok is a major destination for ad spend, expected to reach $6.19 billion in US ad revenues this year, per our forecast. But part of the challenge for the company has been coming up with different ad tiers so it can charge a premium and generate greater revenues. [AI still needs human guidance, marketing experts say during AWNY 2023]( Our view: Marketers remain enthusiastic about generative AI but are putting an emphasis on how it can serve human creativity rather than replace it. [Marketers more optimistic even as budgets fall]( Our view: Inflationary pressures are lessening, but they’re not gone. Marketers’ rising optimism could be a sign that the industry is adjusting to the new normal. INDUSTRY VIEWS [What performance marketers need to know about CTV creative]( Performance marketing for connected TV (CTV) works a lot like performance marketing for search and social, especially when it comes to creative. A collection of different creative elements and iterations allows marketers to swap assets in and out as campaigns progress to pinpoint what works—and what doesn’t. This article was contributed by MNTN. [What performance marketers need to know about CTV creative | Sponsored Content]( [Keep reading]( ANALYSIS [Inflation, ecommerce, and BNPL drive solid but unspectacular holiday sales growthÂ]( US holiday retail sales will grow by approximately 4.5% in 2023, a slight increase from the previous year’s 3.9% growth, according to our June forecast. While this growth may not seem significant, it would represent the sixth-fastest growth rate in holiday sales in the past 15 years, according to our forecast. Here’s how we expect ecommerce growth, inflation, and emerging payment trends like buy now, pay later (BNPL) to impact the holiday season. [Keep reading]( THINGS TO KNOW ✏️ [How to fix unassigned traffic in GA4]( 📖 [10 affiliate marketing trends for 2024]( 🎨 [DALL-E 3’s secret debut, LinkedIn’s play for creators]( 📱 [TikTok will automatically enable captions on every video uploaded]( 👂 [Overheard at Advertising Week New York 2023: ‘Threads hasn’t delivered on its hype’]( PODCAST [Behind the Numbers: The Daily]( GenAI adoption, AI PCs, and will ChatGPT hurt publishers? 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 Big spender: Which generation is most likely to say they will spend more on holiday gifts this year compared with last year? A) Baby boomers B) Gen X C) Millennials D) Gen Z [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](