GenAI isn’t where it needs to be

Plus: CTV is vulnerable to disruption from signal loss [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 15, 2024 Does your organization have a chief AI officer? Prevalence of the role has skyrocketed worldwide. How many more companies now have a head of AI than did five years ago? A) Two times B) Three times C) Four times D) Five times [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Generative AI isn’t the content creation engine that marketers anticipated—yet]( Generative AI is yet to have a profound impact on media plans and marketing workflow. “The promise of genAI is to ultimately achieve a digital dream state of advertising…where the right message reaches the right consumer on the right platform at the right time,” our analyst Max Willens said on an episode of the “Behind the Numbers” podcast. “But right now, the costs associated with those technological capabilities are not there, nor has the ROI been worked out … We’re a ways away.” [Keep reading]( NEWS AND VIEWS [Criteo layoffs show cookie removal could pressure ad tech]( Our view: Criteo layoffs are a worrying sign for the ad industry’s pivot to post-cookie solutions. But it’s not all bad news: Ad industry employment is currently at an all-time high, and Privacy Sandbox is likely to become more robust and fleshed out over time. [Microsoft starts testing ads in the Windows 11 Start menu]( Our view: The ads will push back to Microsoft’s app store, so they won’t seem totally out of place. But the intrusion of ads in new places could result in unhappy users. [Meta advertisers claim sales are down and costs are up due to glitchy automated system]( view: Complaints of decreasing return on ad spend and increasing cost-per-click could result in less ad spend from advertisers, which would eat into Meta’s $154.16 billion in projected worldwide ad revenues this year, per our forecast. ANALYSIS [CTV is vulnerable to disruption from signal loss]( Connected TV (CTV) is not immune to cookie deprecation. CTVs don’t use cookies, but consumers don’t typically convert on CTVs, and cookies have long been an essential connective tissue enabling attribution. When third-party cookies are deprecated in Chrome later this year, the CTV market will feel the effects, especially when it comes to measurement. [Keep reading]( THINGS TO KNOW 🤖 [AI spam is winning the battle against search engine quality]( 🍟 [McDonald’s scented billboard is a stroke of marketing genius]( 🤼 [The real WrestleMania winner? Peacock]( 🎞️ [Netflix’s new film strategy: More about the audience, less about auteurs]( PODCAST [Behind the Numbers: The Daily]( GenAI and healthcare, part 1—How consumers are using genAI to look up health information and how physicians feel. 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]( 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](