Guide to ad measurement and identity; Google launches conversational AI for Search ads

Plus: Cookie deprecation won’t change advertisers’ preferred transaction methods [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JANUARY 24, 2024 | By Sara Lebow, Arielle Feger, and Becky Schilling TikTok is reportedly testing [30-minute videos](. The platform is already a strong competitor with YouTube, but these extra-long videos could go a long way toward gaining share of time spent—and ad spend—over Netflix and other streamers. Was this email forwarded to you? Sign up [here](. TOP STORY [A guide to ad measurement and identity resolution for marketers: Trends, tactics, and KPIs]( The ways that marketers collect and access data are changing. The 2024 deprecation of third-party cookies and increasing statewide privacy laws are limiting their access to data. That is creating a need for marketers to explore privacy-preserving ad measurement tactics and privacy-safe identity solutions, like universal IDs, seller-defined audiences, or data clean rooms. But not every digital channel is the same when it comes to data and measurement. Marketers must understand the identifiers and measurement methods used across each channel and find a way to stitch them together for a more robust picture of their audience. This guide explores the facets of identity resolution; how it impacts marketing performance; and what measurement looks like across digital channels, including display, out-of-home, retail media, and podcasting. It also outlines the emerging identity solutions that marketers can begin experimenting with to prepare for cookies going away. [Read our new guide]( NEWS AND VIEWS [Google rolls out conversational AI in Search ads]( Our view: Conversational AI will make it that much easier to create ads for Google Search. While Google has been battling with first-mover ChatGPT for the AI upper hand, integrating tools directly into ad creation is a big win for Google. [Netflix closed out 2023 with 13.1 million additional subscribers]( Our view: Propelled by password-sharing changes, streaming bundles, and now a major sports rights deal with the WWE, Netflix memberships and advertising revenues are likely to rise throughout 2024. [Spotify plans to launch in-app purchases, if Apple gets out of the way]( Our view: It’s in Spotify’s best interest to allow in-app purchases of subscription upgrades and audiobooks, but the audio streamer struggles with a 30% markup from Apple on all in-app purchases. ANALYSIS [Cookie deprecation won’t change advertisers’ preferred transaction methods]( A lot will change when third-party cookies are deprecated in Chrome, but some general programmatic ad spend patterns will stay the same. Programmatic direct will remain the most popular transaction method, while mobile will keep its sizable lead over other device categories. [Cookie deprecation won’t change advertisers’ preferred transaction methods ]( [Keep reading]( THINGS TO KNOW 📺 [Netflix expects to fully phase out cheapest no-ads plan]( 🔎 [Google issuing suspension threats for non-compliant GDPR consent banners]( 🎮 [The tremendous yet troubled state of gaming in 2024]( 🦾 [Google Chrome gains AI features, including a writing helper, theme creator, and tab organizer]( PODCAST [Behind the Numbers: Reimagining Retail]( Retailers to watch in 2024—Most likely to reinvent itself, go viral, or make it in media. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Gutsy move: A new MiraLAX ad mentioning “The Gut Gap” features which iconic female duo? A) Jane Fonda and Lily Tomlin from “Grace and Frankie” B) Abbi Jacobson and Ilana Glazer from “Broad City” C) Alexis Bledel and Lauren Graham from “Gilmore Girls” D) Ellen Pompeo and Sandra Oh from “Grey’s Anatomy” [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]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](