Three new things in advertising: Leaving Facebook, online IDs, and standardizing TV measurement; How holiday shopping is shaping up, supply chain havoc, and retail media in 2022

Take a look at some of Insider Intelligence's latest digital advertising stories. October 20, 2021 [Three new things in advertising: Leaving Facebook, online IDs, and standardizing TV measurement; How holiday shopping is shaping up, supply chain havoc, and retail media in 2022](/ODY3LVNMRy05MDEAAAGAPMVRX_8PkoCGUIWxGApOjCwOuZkFdStl7AVcJvYaLtq54nDjiLOy4-xYuU3qMH0ovCzpMQw=) Take a look at some of Insider Intelligence's latest digital advertising stories. 1. What would it take for advertisers to leave Facebook: Advertisers on the whole are sticking with the platform—but there’s still a split between who will stay and who might go. - Performance marketers like mobile app advertisers, for example, use Facebook predominantly to drive app installs. Facing aggressive revenue targets and typically operating under the radar as brands, those companies are less likely to take part in advertiser initiatives like brand safety boycotts. - That’s more likely to happen among bigger, institutional brands, such as Coca-Cola, Nike, and Procter & Gamble, which have more of a stake in how consumers perceive them. These highly visible brands are often looking for brand exposure, which allows them to shift spending to other channels—since the top of the funnel offers more advertising options. [Read our analysts’ takes on if advertisers will leave Facebook.]() 2. IAB is trying to bring order to the growing online ID space The news: The Interactive Advertising Bureau's IAB Tech Lab is attempting to bring order to a crop of new advertising identifiers springing up as the "cookiepocalypse" approaches. What’s happening: The industry body has created a new protocol called “id-sources.json,” which lets publishers and marketers list the identifiers they use in a publicly available .json file—in this case, a file labeled "id-sources.json." - The .json format is well suited for conveying information between computers because it requires the file writer to define their terms, so that the file can be read by another machine. - The result is a file that can be parsed by any machine capable of reading .json, which is any machine with a processor. - The new coding convention is open for public comment until November 12. [Read more about the IAB’s initiatives.]() 3. Media buyers want more standardization in linear and digital TV measurement, but a common currency is unlikely The news: As linear TV and streaming grow more intertwined, media buyers across several key markets are finding that traditional currencies and transaction methods aren’t cutting it, according to the “State of Converged TV” report from TVSquared, released last week. Dig deeper: Buyers believe that the definition of “TV” has fundamentally changed, but while they and their clients are ready for more flexibility and connection, media companies can be slow to catch up. - More than three-quarters (76%) of media buyers in the US, UK, Germany, and Australia at least somewhat agreed that “TV” refers to both linear and streaming, per the report. - The majority (86%) agreed at least somewhat that cross-platform TV measurement and attribution was a leading priority for their company or clients. But said that the accuracy of cross-platform measurement and attribution was one of the biggest challenges of converged TV advertising, suggesting a disconnect between what clients want and what TV companies actually offer. % [Read more about the report.]() /ODY3LVNMRy05MDEAAAGAPMVRX_8PkoCGUIWxGApOjCwOuZkFdStl7AVcJvYaLtq54nDjiLOy4-xYuU3qMH0ovCzpMQw= [Explore the market and competitors with a single click]() What if market analysis could be simple? Semrush .Trends provides instant data on any market with a single click. Sharpen your strategy with deep insights on market audiences, emerging trends, and competitor activity. [Try Semrush .Trends now!]() [Podcast: How holiday shopping is shaping up, supply chain havoc, and retail media in 2022](/ODY3LVNMRy05MDEAAAGAPMVRX_8PkoCGUIWxGApOjCwOuZkFdStl7AVcJvYaLtq54nDjiLOy4-xYuU3qMH0ovCzpMQw=) On today's episode, we discuss our holiday shopping expectations, the differences between this year and last, and where people are shopping. We then talk about how shipping delays will change holiday shopping this year and what the major theme of retail media will be in 2022. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman. ["Behind the Numbers" is made possible by Neustar. Listen in.](/ODY3LVNMRy05MDEAAAGAPMVRX_8PkoCGUIWxGApOjCwOuZkFdStl7AVcJvYaLtq54nDjiLOy4-xYuU3qMH0ovCzpMQw=) [chart-image](/ODY3LVNMRy05MDEAAAGAPMVRX_8PkoCGUIWxGApOjCwOuZkFdStl7AVcJvYaLtq54nDjiLOy4-xYuU3qMH0ovCzpMQw=) [Webinar: Delivering the Right Engagement]() Learn the benefits of constructing a complete view of your customers from a single source of truth. Hear how to measure attribution, personalize every engagement, and see a higher return on marketing spend and lower costs. Join this live eMarketer Tech-Talk Webinar, with presenting sponsor Snowflake. 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