Audience lessons from Rakuten, MAC, and more; Amazon Fire TV adds inventory

Plus: Influencers continue to pile into affiliate marketing [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis NOVEMBER 2, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling Happy [1 billionth member]( to LinkedIn! The platform announced it hit the milestone yesterday, alongside some new AI tools. Were you the 1 billionth member? Was this email forwarded to you? Sign up [here](. TOP STORY [How Rakuten and leading brands use shopper behaviors to expand reach and target consumers]( Expanding audience reach requires targeting the correct consumers. While true one-to-one advertising is still a dream, audience segmentation can offer similar outcomes. “This whole trend around personalization really applies to audiences as well,” David Gill, vice president of consumer insights at Rakuten Advertising, said during our recent “[Master the Holidays with Winning Performance Marketing Strategies](” Tech-Talk Webinar. Rakuten uses affiliate marketing, not only to build trust but also to understand consumer habits. Here are five case studies where the company worked with big brands to put that practice into action. [Keep reading]( NEWS AND VIEWS [Amazon rolls out new ad offerings for Fire TV]( Our view: Amazon is doubling down on connected TV ad investments after announcing recently that it would include an ad tier for Prime Video. Expanding ad inventory means more options, but it could also mean a more cluttered user experience. [Roku grows both revenues and streaming hours by 20% in Q3]( Our view: Free ad-supported TV viewership in the US has eclipsed 50% in recent years, and Roku is well-positioned to capitalize on the trend—especially in a moment where inflation has made many households more sensitive to cost. [Did SEO ‘ruin the internet’?]( Our view: This article lit a fire in the SEO community, and Google’s public liaison even [responded on his own personal blog](. While the story certainly highlights how SEO clickbait is frustrating to users (we’re looking at you, online recipes), SEO remains an important channel that is largely managed by marketers acting earnestly. INDUSTRY VIEWS [Why real-time measurement is crucial for holiday campaign success]( With the holiday shopping season starting earlier than ever, marketers must gather consumer feedback and insights while campaigns are still in flight. Learn why embracing cross-platform campaign measurement in real time is key for success. This article was contributed by Cint. [Why real-time measurement is crucial for holiday campaign success | Sponsored Content ]( [Keep reading]( ANALYSIS [Influencers continue to pile into affiliate marketing]( Influencers remain affiliate’s flavor of the month. As creators and influencers continue to climb marketers’ list of strategic priorities, affiliate networks, platforms, and agencies have stepped up their courtship of influencers. And in some respects, influencers have shown themselves to be quite receptive: For example, 58% of the publishers Awin added to its network in H1 2023 were influencers, according to Awin Americas president Alexandra Forsch. But influencers are hurting affiliate’s scale problem, not solving it. [Influencers continue to pile into affiliate marketing ]( [Keep reading]( THINGS TO KNOW 🔎 [20 most profitable Google queries revealed during antitrust trial]( 🤝 [Disney to buy Comcast’s Hulu stake for $8.6B]( ☁️ [TikTok announces integration for Salesforce Marketing Cloud]( 🔑 [Humans are better than AI at performing these key tasks]( PODCAST [Behind the Numbers: The Daily]( Why Google continues to accelerate, Maps becomes Search, and the most interesting trend in affiliate. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Throwback: Walmart’s new holiday campaign features actors from which 2000s film? A) Bring It On B) Napoleon Dynamite C) Josie and the Pussycats D) Mean Girls [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](