Avoid being ‘data poor’ with partnerships

Plus: TikTok considers virtual influencers to court brands [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 12, 2024 TikTok is turning into a Gen Z search engine. But can it actually compete with Google? True or false? More Gen Zers start their searches on TikTok than on Google. [Get the answer]( TOP STORY [Don’t be ‘data poor.’ How to leverage partnerships for a first-party data]( As third-party cookies go away, “The question you need to be asking yourself is, ‘Are you data rich, or are you data poor,’” Joshua Lowcock, president of Quad Media, said on our [recent webinar](. For many, first-party data will be the gold standard for targeting ads post cookies; it’s already the [No. 1 type of data for transactions]( according to Advertiser Perceptions. But not every business can collect first-party data at scale. Marketers can incentivize consumers to give information, but without an enticing reward, consumers may be hesitant. This is where partnerships are vital. [Get the answer]( NEWS AND VIEWS [TikTok considers virtual influencers to court brands—and they're not the only ones]( Our view: As the virtual influencer market matures, brands must judiciously evaluate partnerships to align with their values and meet audience expectations, navigating risks related to brand safety, transparency, and authenticity. [TikTok launches enhanced ad placement controls]( Our view: More control over TikTok ads will help contribute to the $10.42 billion in US ad revenues we forecast for TikTok this year. [Google CEO on the evolution of Search and SGE]( Our view: As AI changes how people search, Google will want to keep growing its $77.49 billion in projected US ad revenues. But it’s unclear how ads—or SEO—will be affected by new search formats. ANALYSIS [Unexpected shopping behaviors from Gen Z, Gen Alpha, offer lessons for retailers]( Sometimes, consumers don’t behave how we expect. Despite their digital-native status, Gen Zers still shop in-store, while baby boomers are all about new-kid-on-the-block Temu. And though they’re still mostly children, Gen Alphas are making their mark on the retail landscape. Here’s what retailers should take away from these unexpected behaviors. [Get the answer]( THINGS TO KNOW 🤔 [‘Made for advertising’ websites are the marketing industry’s latest messy situation]( 🍎 [Apple TV+ share grows in the US, but still lags behind its competitors]( 🦺 [DoubleVerify enhances brand safety on TikTok]( 💼 [LinkedIn betting it can take on TikTok and Instagram in influencer marketing]( PODCAST [Behind the Numbers: The Weekly Listen]( Caitlin Clark’s effect on March Madness, a women's sports revolution, and who will rule the new pay TV world? Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts. Or watch our video podcast on [YouTube]( [Follow us on Instagram.]( the Numbers” is made possible by Walmart Connect. [The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?]( [Listen in]( 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](