What cookie deprecation will and won’t change

Plus: Google could charge for AI search [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 4, 2024 Rumors of advertising’s death are greatly exaggerated: Ads are almost everywhere in 2024. It’s reaching the right customer at the right time that’s the challenge. Learn how to target them leveraging tools like AI and creators at the EMARKETER summit on May 3. [Register for free here]( Was this email forwarded to you? Sign up [here](. TOP STORY [CTV, identity consolidation, and more: Ad trends that cookie deprecation will—and won’t—change]( “[Cookie deprecation] is a monumental change. It has also been a long time coming,” our analyst Evelyn Mitchell-Wolf said on a recent [“Meet the Analyst” webinar](. The signal loss will force advertisers to shift targeting strategies, campaign measurement, and identity solutions. But other trends—direct remains the dominant programmatic transaction method and connected TV (CTV)’s growing share of ad spend—will stay their course. [CTV, identity consolidation, and more: Ad trends that cookie deprecation will—and won’t—change ]( [Keep reading]( NEWS AND VIEWS [Google considers charging for AI search results, per report]( Our view: If Google is considering charging, that means its Search Generative Experience may not be able to generate the same ad revenues as Google Search can right now. Advertisers should keep an eye on this potential paywall, but Google may have a difficult time convincing users to pay up when they could be searching for free. [LinkedIn doubles down on video advertising with new CTV solutions]( Our view: LinkedIn's evolution into a video advertising platform presents a powerful value proposition for B2B brands looking to engage professionals in living room environments. [Meta announces major audience targeting and insights update]( Our view: Anything that helps Meta advertisers reach the right audience is useful and can help contribute to Meta’s $64.63 billion in projected US ad revenues this year, per our forecast. ANALYSIS [TikTok can’t count on Gen Z for big gains in time spent anymore]( TikTok remains Gen Zers’ preferred social network in terms of time spent, but its growth is hitting a wall. That’s natural, given the enormous amount of time they’re already spending on the app. Adult Gen Z TikTok users will spend an average of 1:16 on the app daily this year. That’s roughly equivalent to an episode of “Stranger Things.” This cohort will make up the platform’s second-biggest age group in terms of users, just behind 25- to 34-year-olds. [TikTok can’t count on Gen Z for big gains in time spent anymore]( [Keep reading]( THINGS TO KNOW 📱 [Facebook unveils TikTok-ified video player]( 🐈 [Brands paid for ads on Forbes.com. Some ran on a copycat site instead]( 👓 [10 years after Facebook bought Oculus, what's next for Meta’s VR plans?]( 🤔 [Instagram explains why your content isn’t reaching your followers]( PODCAST [Behind the Numbers: The Daily]( The most interesting ways we are changing how we spend time with media—a TV surprise, TikTok content, and more. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Walmart Connect. [Listen in]( THE BIG QUESTION Alpha choice: What is Gen Alpha’s favorite platform? A) YouTube B) Disney+ C) TikTok D) Instagram [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](