Our top marketing and advertising stories from 2023

Plus: Retail media dealmaking has reshaped our CTV expectations [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis Editor’s note: We’re taking a short break. eMarketer Daily will be back January 2. Happy holidays! DECEMBER 22, 2023 | By Sara Lebow, Arielle Feger, Meaghan Yuen, and Becky Schilling Can you guess which Christmas movie character said the line, “We elves try to stick to the four main food groups: candy, candy canes, candy corns, and syrup.” Here’s a hint: He also said, “There’s room for everyone on the Nice List!” [Did you get it right]( Was this email forwarded to you? Sign up [here](. TOP STORY [5 top stories from 2023] This past year was a challenging one for marketers, made interesting by the advent of ChatGPT and other generative AI innovations. Here are five of our top stories from 2023. [7 tips for using ChatGPT to enhance SEO (without replacing people)]( Why it mattered: ChatGPT is a tool, not a replacement, for SEO professionals. Marketers should have a toolbox of ChatGPT prompts they can use to enhance what they already do. [8 analyst predictions on the future of ChatGPT and generative AI in marketing and retail]( Why it mattered: Some of these predictions—like companies disclosing generative AI use—have already come true. But a lot of these early predictions still haven’t taken form. Marketers should watch out for them in 2024. [5 must-see digital ad marketing charts for 2023]( Why it mattered: The forecast data in a lot of these charts has since been updated, but key trends like digital ad spend taking a hit, retail media being on the rise, and connected TV continuing to grow are still relevant. Check these out before moving on to our [five charts to prepare marketers for 2024](. [A marketer’s guide to post-cookie solutions]( Why it mattered: When we wrote this, third-party cookie deprecation was still a far-off phenomenon. Now we’re in the waning days of cookies—for 1% of users. [How 3 CMOs approach performance and brand marketing]( Why it mattered: These CMOs emphasized the importance of breaking down silos and looking at brand marketing metrics and performance holistically. NEWS AND VIEWS [Warners Bros. Discovery and Paramount’s reported merger could create streaming powerhouse]( Our view: The discussions between the two media giants highlight the urgent need for traditional media companies to adapt and compete in a market dominated by tech giants. [Most TV/video ad buyers require 3 or more currencies]( Our view: We predict Nielsen will continue to be a key player in the multicurrency world as it can measure across both linear and digital platforms. [Netflix to outpace Disney+ in ad revenues]( Our view: Disney+ will account for less viewing time in 2024 (8 minutes a day) than Netflix (32 minutes a day), per our forecasts. However, Disney+ has a different advantage over Netflix: It doesn’t have to build out its ad platform from scratch. ANALYSIS [Retail media dealmaking has reshaped our CTV expectations]( The retail media connected TV (CTV) landscape has changed dramatically this year. Retail media CTV partnerships have multiplied and Amazon Prime Video reported it will introduce ads in 2024. Because of this, overall CTV ad spend will be nearly twice what we expected for 2025, per our forecast. [Retail media dealmaking (and Prime Video’s introduction of ads) has reshaped our CTV expectations]( [Keep reading]( THINGS TO KNOW 🔎 [7 key 2024 search trends to watch and 3 top priorities]( 🛍️ [NBCU to feature 1st ad-free NFL quarter, plus shoppable experience]( 👨‍💻 [14 tech predictions for 2024]( ▶️ [A year on YouTube: Takeaways from great ads of 2023]( PODCAST [Behind the Numbers: The Weekly Listen]( The beginning of Amazon's decline, pairing shopping with streaming, and ChatGPT's giant publisher deal. 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 Still searching: In what year will retail media account for most search ad spend growth? A) 2024 B) 2025 C) 2026 D) 2027 [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](