3 ways to prepare for Google’s cookie to crumble

Plus: Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis DECEMBER 11, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen Google released its “[Year in Search 2023](” report, revealing it’s been a big year for “The Last of Us,” Shakira, “Barbie,” and—unfortunately for New Yorkers—[scooped bagel](. Was this email forwarded to you? Sign up [here](. TOP STORY [3 ways advertisers can prepare for Google’s 2024 cookie deprecation deadline, even it if gets pushed back]( Advertisers aren’t prepared for cookie deprecation. But “staying the course is not really a great option,” our analyst Paul Verna said during a recent “Advertising Trends to Watch for 2024” webinar. “[Google] has been very vague about their [deprecation] timeline … and I will not be shocked if something happens to throw it off track,” said Verna. To prepare, Verna said advertisers should use data diversification, AI tools, and experimentation to steer through the impending changes, ensure relevance, and maintain effectiveness in the post-cookie era. [Keep reading]( NEWS AND VIEWS [Disney+, Hulu combo app owns the most top-100 US titles]( Our view: In a battle for attention, Disney+ and Hulu have the advantage of hosting content people actually want to see. It doesn’t hurt that once Disney+ fully acquires Hulu, the combined businesses will boast a massive ad opportunity. [How the new Gemini-powered Bard compares with ChatGPT]( Our view: ChatGPT still has the AI edge right now—it’s existed for longer and remains an impressive chatbot. But Google Bard could gain on ChatGPT quite quickly, especially when compared with ChatGPT’s free model, which doesn’t have access to retrieve more recent information. [For many Gen Zers, product and brand discovery happens on social media]( Our view: TikTok is as important as ever for marketers. Discovery doesn’t necessarily equal conversion, however, as Gen Zers are more careful with their purchase decisions and are less likely to buy impulsively compared with older generations. ANALYST INSIGHTS [Quick-service dining thrives during the holiday rush: Here’s how to make the most of it]( The holiday season is a high-traffic time for quick-service restaurants (QSRs). For QSR marketers, adjusting ad strategies to focus closely on optimization and real-time measurement is crucial in order to capitalize on the lucrative, but brief holiday period. This article was contributed by Attain. [Quick-service dining thrives during the holiday rush: Here’s how to make the most of it | Sponsored Content]( [Keep reading]( ANALYSIS [Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions]( - Spending on TV ads overall will resume growing in 2024. After a dip in 2023 caused by traditional TV’s long decline and a relatively weak period for connected (CTV), combined spending on TV and CTV will grow every year through 2027 and close in on $100 billion. Except for 2020 and 2023, this combined market will have grown every year since we started tracking CTV in 2018. - A drop in ad inventory won’t stop growth through 2027. Available inventory on TV and CTV is expected to fall by 24% in the next four years, per analysis by Brian Wieser of Madison and Wall. As viewership continues to migrate from linear to digital, viewers are seeing fewer ads—either because they’re opting out of them on streaming services or those services serve fewer commercials per hour than TV networks. However, higher ad pricing on CTV will negate the inventory trend and deliver a compound annual growth rate of 3.4% in combined TV and CTV ad spending through 2027. [Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions ]( [Keep reading]( THINGS TO KNOW 🤦 [Why some celebrity-led brand stunts work—and some fall flat]( 💼 [LinkedIn Ads in 2023: Trends, hits, and gaps to be filled]( 🤖 [EU agrees to landmark AI rules as governments aim to regulate products like ChatGPT]( 📺 [Samsung Ads DSP integrates Experian to power up CTV identity boosts]( 👍 [Pinterest, Snap upgrades signal brighter advertising outlook]( PODCAST [Behind the Numbers: The Daily]( Very specific 2024 predictions (part 1)—Which SVOD Apple could buy, metaverse playgrounds, and the DOJ-Google suit. Tune in on [Apple Podcasts](, [Spotify](, [YouTube](, or wherever you listen to podcasts. [Follow us on Instagram.](Behind the Numbers is made possible by Affinity Solutions. [Listen in]( THE BIG QUESTION B2B2AI: True or false? Less than half of B2B organizations worldwide have generative AI guidelines. 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