What comes after cookie deprecation?

Plus: Disney+ and Hulu team up with Google and The Trade Desk [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 21, 2024 The Justice Department is [suing Apple]( for antitrust claims, according to reports. A lawsuit could take a bit out of Apple’s ad business, which [the company has been leaning into](. Was this email forwarded to you? Sign up [here](. TOP STORY [3 identity and targeting effects from cookie deprecation]( The impact of third-party cookie deprecation goes beyond changes to ad targeting and tracking. As the industry moves away from these identifiers, new challenges and trends have cropped up: IP addresses may be more difficult to access, retail media as an addressable channel is growing, and there’s greater focus on frequent media mix modeling (MMM) adjustments. [Keep reading]( NEWS AND VIEWS [Disney+ and Hulu CTV ad inventory will be available via Google and The Trade Desk]( Our view: It’s unusual to see Disney, a company that is historically precious about its brand identity and the quality of its advertisements, take a step toward broad openness. But major digital advertising shifts are forcing Disney to change. [YouTube TV rolling out Multiview on iPhone and iPad; Android ‘in the coming months’]( Our view: Streaming looks even more like cable with the ability to watch multiple livestreams at once. [Peacock is offering something similar]( for the upcoming Olympics. The move is a good way to get more attention from viewers, considering more than 75% of the US population uses two screens at once, per our forecast. [Lyft introduces video ads to its app]( Our view: Lyft has an engaged user base but doesn’t have quite the same commerce media potential as Uber does through UberEats. This move is a smart play toward boosting ad revenues. ANALYSIS [GenAI’s current uses are many, but not yet what most expected]( The biggest gap between potential and reality rests in finished products. In the spring, Mediaocean found that nearly 6 in 10 advertising professionals thought the greatest potential for genAI was in copywriting. Half a year later, barely more than a quarter of advertising professionals said they were using genAI for that. Similarly, there was a 23-percentage-point gap between how many advertisers saw potential in genAI as an image generator and how many advertisers are currently using it for that purpose, the fourth-largest gap in Mediaocean’s survey. [GenAI’s current uses are many, but not yet what most expected]( [Keep reading]( THINGS TO KNOW 🍽️ [The two parts of E-E-A-T Google hasn’t told you about]( ⏰ [Teens use YouTube on a daily basis more than TikTok]( ⛽ [Gas stations enter the metaverse, sort of]( 📈 [Big Tech accounts for nearly two-thirds of the US digital ad market]( PODCAST [Behind the Numbers: The Daily]( What does watching TV mean anymore, live is the new streaming, and the real reason Walmart bought Vizio. Tune in to the discussion with our analyst Ross Benes and Alison Gensheimer, senior vice president and head of global marketing for Nielsen. 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 Happy thoughts: A new PSA from the Ad Council advocating for mental health features which fuzzy kids’ character? A) Elmo B) Bluey C) Peppa Pig D) Goofy [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](