Google gave you time—use it; Ad market expands

Plus: Scrollable CTV ads work [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 29, 2024 Our [Outlook and Strategies for 2024’s Second Half Summit]( is this Friday. We’ll be diving into AI, retail media, the creator economy, and more. Ahead of that, test your knowledge. True or false? More than half of US generative AI users will implement the tech at work this year. True, 64.7% of generative AI users will use the tech at work in 2024, per our forecast. [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Google gave marketers more time to shore up first-party data. Use it wisely]( Google has delayed cookie deprecation once again as it gives marketers and industry regulators more time to provide feedback on its Privacy Sandbox solutions. But that doesn’t mean marketers should be pulling back on post-cookie plans. “This changes nothing for us,” said Rob Myers, senior product manager for martech company NextRoll. “From our perspective, the more time we have, the more time we have to refine solutions, and I think that's the case for everyone in the [digital advertising] space.” [Keep reading]( NEWS AND VIEWS [US ad market expands for 11th month in March]( Our view: News of the 4.3% YoY growth came at the same time as Meta, Google, and Snap all reported strong growth. Our own forecast shows US total media ad spend increasing by 9.5% this year to $389.49 billion. [Scrollable CTV ads drive significant consumer engagement]( Our view: Connected TV has rapidly become a well-established ad channel with formidable reach, but there’s still experimentation to be done. Advertisers looking to maximize impact should consider investing in scrollable ads, and platforms should learn from the success of baked-in formats to develop new channels. [Pause ads pay off on streaming, according to research]( Our view: Pause ads are a great way to take advantage of the diverse formats connected TV has to offer. Combining pause ads with actionable click-to-buy buttons or QR codes can also boost engagement. ANALYSIS [AI is top of mind for policymakers and privacy professionals]( In early April 2024, the Interactive Advertising Bureau (IAB) held its annual Public Policy and Legal Summit, followed immediately by the International Association of Privacy Professionals (IAPP) Global Privacy Summit. AI played a role in most sessions at both events. Regulating AI is a high priority for legislators all over the world, and the US federal government has yet to pass comprehensive legislation tackling the issue. Consumer data sits at the intersection of AI and privacy, and the vast majority of US adults believe personal information will be used in ways people would not be comfortable with, per a May 2023 survey from the Pew Research Center. [AI is top of mind for policymakers and privacy professionals]( [Keep reading]( THINGS TO KNOW 🔎 [Google CEO says AI overviews are increasing Search usage]( [🎥]( [Digital video to see higher 2024 ad-spend share than linear TV: IAB]( 🎁 [Guide to holiday retail: Consumer spending stats and shopping trends]( ⚖️ [The legal challenges that lie ahead for TikTok—in both the US and China]( PODCAST [Behind the Numbers: Around the World]( What Amazon’s “Just Walk Out” rollback tells us about the future of the in-store experience. 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](