How AI is shaking up B2B, search, and the rest of the ad industry

Plus: 4 holiday partnerships and why they matter beyond the season [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis DECEMBER 21, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling, and Meaghan Yuen Do aliens like cat videos? Thanks to NASA, we may soon know! Okay, not really, but NASA did successfully stream a [high-definition cat video]( from 18.6 million miles away, or 80 times the distance to the moon. Earth cats won’t be interested in the tech until NASA can shine a laser pointer that far and wave it around for a bit. Was this email forwarded to you? Sign up [here](. TOP STORY [3 generative AI lessons B2B marketers should consider in 2024]( “In the last year, large language models have gotten more powerful and sophisticated,” our analyst Kelsey Voss said on the “B2B Marketing Trends to Watch for 2024” webinar. “Generative AI [genAI] will bring about a renewed focus on brand reputation; an increased need to address data quality and reliability; and a growing desire for human interactions, such as live events.” [Keep reading]( NEWS AND VIEWS [Google’s shifting approach to AI content: An in-depth look]( Our view: Google Search is only as good as its ability to rank quality content, and low-quality AI-generated content runs the danger of cluttering Google’s results with spam. [An anticipated wave of AI specialist jobs has yet to arrive]( Our view: Most big brands haven’t introduced new AI marketing lead roles. That said, one of our analysts’ top trends for 2024 is that generative AI integration will supercharge search and transform the ad market. [How ad waste and fraud came into focus in 2023]( Our view: With AI making it easier and easier to create (and detect) low-quality ad placements, advertisers will need to be especially hawkish about where their money is being spent to avoid one of the many potential channels for waste. ANALYSIS [4 holiday partnerships and why they matter beyond the season]( Roku and The Coca-Cola Co. are using shoppable media to target consumers at home during the holidays, while Saks Fifth Avenue and Dior are celebrating 70 years of partnership with a first-of-its-kind ecommerce pop-up. Plus, Uber is leveraging the “Real Housewives” franchise to build up its ad business. [Keep reading]( THINGS TO KNOW 👀 [What took over our timelines in 2023]( 🤝 [Warner Bros. Discovery in talks with Paramount Global about possible merger]( 👨‍👩‍👦 [FTC unveils sweeping plan to boost children’s privacy online]( ⭐ [‘Audience-first, product-second mindset’ makes creators strong brand-builders, our analyst writes]( PODCAST [Behind the Numbers: The Daily]( The great big monthly advertising, media, and retail quiz finals—X in 2024, cars online, and the ad market. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( the Numbers is made possible by Affinity Solutions. [Listen in]( THE BIG QUESTION What’s black and white? Oreo is returning to Super Bowl advertising a decade after its 2013 viral tweet shook up what Super Bowl marketing could mean. What did the 2013 Oreo tweet say? A) Destiny’s Child reunion is almost as good as the reunion between cookies and milk. B) 49ers is short for 49 Oreoers. C) Two Harbaughs? We prefer two cookies. D) Power out? No problem. You can still dunk in the dark. [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]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](