Google, Microsoft ad businesses grow in Q4; Guide to CTV

Plus: 3 retail predictions for 2024 [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JANUARY 31, 2024 X lifted a ban on searching for [Taylor Swift](. The platform formerly known as Twitter had disallowed the query after explicit, digitally altered pictures of the singer were spread on the platform. It all goes to show how important content moderation really is. Was this email forwarded to you? Sign up [here](. TOP STORY [Guide to connected TV: Why CTV is growing so quickly and how marketers can capitalize on this dynamic ad channel]( Connected TV (CTV) is the fastest-growing major ad channel in the US of all the formats we track. It’s projected to grow 22.4% to reach a total of $30.10 billion in 2024, according to eMarketer’s October 2023 forecast. CTV’s surge can be attributed to ad performance, audience segmentation, data-driven insights, viewability on screens, and interactive capabilities. Integrations with retail media and social media will boost CTV spend, especially as advertisers seek new ways to incorporate first-party data into their audience-targeting strategies. Here’s what you need to know about CTV. [Read our new guide]( NEWS AND VIEWS [Google Q4 ad revenues fall short of expectations]( Our view: Despite missing expectations on advertising, Google's ad revenues are rising. We expect worldwide search ad revenues to grow 10.5% to $157.12 billion in 2024, followed by an 8.7% increase to $170.77 billion in 2025. [Microsoft’s gaming revenues overtake Windows thanks to Activision Blizzard]( Our view: Microsoft’s AI and gaming ambitions are paying off. We project a good year for the company, with worldwide ad revenues growing by 11.7% to reach $14.93 billion. [TikTok is determined to make live shopping mainstream, while Amazon leans into shoppable TV]( Our view: TikTok straddles the space between a social media and entertainment company. The company could help boost livestream shopping, which has been slow to take off in the US. But its production investments could also take away some of the do-it-yourself charm that makes videos work. ANALYSIS [3 retail predictions for 2024]( From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead. [Keep reading]( THINGS TO KNOW 🦺 [US publishers rank brand safety issues among top media challenges]( 🎵 [Universal Music Group to pull song catalog from TikTok]( 🩳 [Media buyers report promising results from YouTube Shorts pilot program]( 🎛️ [Meta says its parental controls protect kids. But hardly anyone uses them]( PODCAST [Behind the Numbers: Reimagining Retail]( The Unofficial Most Interesting Retailers List (January). Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Still networking: In what year will US social network ad spend pass $100 billion? 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]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](