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Cookie death is CTV’s gain; Netflix to launch ad tech

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insiderintelligence.com

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emarketer_daily@insight.insiderintelligence.com

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Thu, May 16, 2024 02:32 PM

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YouTube launches ad takeovers Charts. News. Analysis MAY 16, 2024 Today in app news: Which of the fo

YouTube launches ad takeovers [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MAY 16, 2024 Today in app news: Which of the following was not one of the most-downloaded apps worldwide in April? A) Instagram B) CapCut C) Threads D) YouTube [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [The death of cookies raises the bar for ad quality]( With third-party cookies facing deprecation, advertisers will need to get creative to reach target customers. “To me, the absence of cookies doesn't mean absence of audience targeting,” said Vitaly Pecherskiy, co-founder and CEO of StackAdapt, on the Outlook and Strategies for 2024's Second Half EMARKETER summit. “You can have the world's best targeting, reach the right user at the right time [on the] right device, but if the ad is actually not good, it can probably do more bad than good,” he added. [Keep reading]( NEWS AND VIEWS [Netflix nearly doubles ad-supported users, plans new ad tech platform]( Our view: By ending its partnership with Microsoft and taking control of its advertising technology, Netflix positions itself to offer a more integrated and efficient advertising solution. This move will likely lead to better targeting and measurement, increasing the platform’s appeal. [YouTube launches ad takeovers for top 1% of creators]( Our view: YouTube is making its mark as a premium ad platform. The platform’s net connected TV (CTV) revenues already account for 11.6% of US CTV ad spend, and reinforcing the quality of its most popular content will make it an even more powerful player. [Retail marketers are most focused on performance-driven media]( Our view: Performance, measurement, and attribution are of increasing importance to marketers who are adjusting to the depreciation of third-party cookies. ANALYSIS [Loyalty programs offer access to first-party data, new ways to connect with Gen Z]( With third-party cookies on the way out, access to customer data is more valuable to brands than ever. By leveraging loyalty programs, brands can collect first-party data, including customer demographics and shopping habits, in exchange for targeted offers or deals. But in order for brands to get access to customer data, they need to be sure their loyalty program resonates with their audience. [Keep reading]( THINGS TO KNOW 🌐 [Google and OpenAI are racing to rewire the internet]( 👓 [Instagram and Facebook under EU investigation for causing child addiction and harm]( 🔎 [Google: Sites hit by helpful content update could see improvements with next core update]( 🦉 [Duolingo social lead: ‘The brand team did that’]( PODCAST [Behind the Numbers: Reevaluating this years ad spend picture, Amazon’s shoppable video ad options, and how many folks block ads?]( On today’s podcast episode, we discuss whether we can believe an improved economic outlook, why the US ad market is experiencing such a sustained period of growth, and whether it can last. "In Other News," we talk about which of Amazon's three new shoppable video ad formats is most interesting and how many Americans have an ad blocker (and a surprising reason why). Tune in to the discussion with our analyst Yory Wurmser. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Awin. [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](

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