Apple barrels further into ads

Plus: Google gets into retail media [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 19, 2024 Google has a new head of Search. Elizabeth Reid, who’s worked for Google since 2003, emphasized her excitement about the future of Google’s Search Generative Experience and dedication to cutting back spam in a [LinkedIn post]( announcing her new role. Was this email forwarded to you? Sign up [here](. TOP STORY [Apple's new ad product pushes it closer to Google]( Last week, Apple made news for testing an AI-powered ad product similar to Google’s Performance Max. Apple has been successfully investing in advertising for the past few years. But Google has a multibillion dollar advertising advantage. Even with AI advertising improvements, Apple is nowhere near Google’s ad dominance. Google’s worldwide ad business is over 18 times the size of Apple’s. That means Apple needs a lot more than an AI boost to catch up. - Google’s worldwide ad revenues will total $189.11 billion this year, according to our October 2023 forecast. - Apple’s worldwide ad revenues will total $10.34 billion this year, per the same forecast. - Apple’s ad revenues are growing about twice as fast as Google’s, at 21.2% compared to 10.3%. [Keep reading]( NEWS AND VIEWS [Google adds off-site retail media for Search, self-serve coming]( Our view: Google is investing in retail media to make sure it plays a part in how brands buy ads. Retail media networks have the potential to take ad revenues away from Google, so it’s smart for the giant to jump in. [Instagram introduces ads with promo codes]( Our view: The ads will emphasize value and urgency to encourage consumers to buy. Instagram is wise to move its ads closer to the point of purchase, emphasizing value for ad buyers. [YouTube offers a new label for disclosing generative AI]( Our view: YouTube needs tools to show users what’s real. Without them, the platform risks becoming overrun with misinformation and AI spam. ANALYSIS [Big Tech has amassed tremendous influence over the digital ad market]( Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast. - Big Tech is a big deal for advertisers. Although some of these large platforms are losing market share, many marketers’ strategies hinge on these companies. Marketers can reach larger audiences with relative ease—especially if they use AI and automation to do the heavy lifting of ad creation and budget allocation. - Modest oversight won’t cut it anymore. With deep pockets and a commanding share of their respective sectors, Big Tech could easily curtail fair competition. Regulators are arguing they’ve already done just that. And new competitive dynamics emerging around AI are giving antitrust officials another reason to monitor Big Tech. [Big Tech has amassed tremendous influence over the digital ad market]( [Keep reading]( THINGS TO KNOW ❗ [TikTok is its own worst enemy]( 📺 [DirecTV aims for over-the-air's throat with ‘No Locals’ discount]( 💎 [How to identify and rank for ‘hidden gems’ in SEO]( 💸 [Gen Z is willing to pay more than any other generation for websites and apps]( PODCAST [Behind the Numbers: The Daily]( Is copyright genAI’s kryptonite, how ‘fair use’ comes into play, and what happens to the creative arts? Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Nielsen. [Listen in]( THE BIG QUESTION Buy behavior: Where did US internet users most often start their shopping journeys in 2023? A) Search engines B) Marketplaces C) Social media D) Brand websites [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]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](