IAB sounds the alarm

IABeware, TikTok search, and Apple’s pie Charts. News. Analysis By Sara Lebow, Arielle Feger, and Becky Schilling | September 14, 2022 Yesterday, [Twitter’s shareholders]( agreed that yes, they will hold Elon Musk to his $44 billion deal to buy the social network. That shakes out to about 25% more per share than the company’s opening stock value on Tuesday. Read to the end for a quiz that has us atwitter. - IABeware - TikTok search - Apple’s pie TOP STORY [IAB raises alarm on regulation]( Ad threats abound: While the depreciation of Google Chrome’s third-party cookies and Apple’s AppTrackingTransparency put advertisers in a precarious position, the Interactive Advertising Bureau (IAB) [asserted]( that “poorly crafted state-level privacy legislation” is “the biggest immediate threat” to the advertising industry. Regulatory rumble: Federal legislation could be on its way too, following the White House’s proposal for [Big Tech reforms](. Privacy legislation has bipartisan support, but a mix of differing state and federal laws could send the ad industry into a tailspin. [Keep reading]( [Have you secured your spot for Partnership Day NYC next week?]( Partnerize has a seat reserved for you to watch keynote speaker, Joseph Jaffe, eMarketer Senior Analyst, Max Willens, and panels from leading partners like Neo Media World, Matterkind, dentsu and many more! Registration is quick and easy and guarantees your attendance. [Save your spot!]( ADVERTISEMENT ANALYSIS [TikTok is winning over Gen Z searchers]( Gen Z ♥️ TikTok: This time, it’s search. While the social platform doesn’t yet sell search ads, consumers are using TikTok for discovery. In July, Google published internal data suggesting almost 40% of 18- to 24-year-olds in the US turn to TikTok and Instagram rather than Google for their searches. Looking ahead ➡️: As Gen Z matures into its full purchasing power, how much more influence will TikTok have as a search starter over older generations’ favorites Google and YouTube? [TikTok is winning over Gen Z searchers]( [Keep reading]( [Webinar: How to Create Standout Holiday Ads]( Holiday ads tend to have the same look and feel. Discover how in-depth data analysis can help marketers pinpoint the top-performing creative elements to drive results. Join eMarketer’s live Tech-Talk Webinar, presented by MNTN, to learn why analyzing ad effectiveness can improve creative decision-making. [Register Now]( ADVERTISEMENT THINGS TO KNOW [Apple has an ad for that]( Apple’s just-released iOS 16 allows users to customize lock screens, control notifications further, and (at long last) edit text messages within 15 minutes. You know what else is changing at Apple? Its advertising strategy. Current slice: Apple will see $4.14 billion in digital ad revenues this year, making up just 1.7% of the US digital ad revenues pie. By 2024, that number will grow slightly to 1.9%. - In comparison, Google’s ad revenues will total $70.15 billion this year, and Meta’s will be $55.54 billion. - While both Google and Meta’s share of US digital ad spend is shrinking, in part due to Apple’s AppTrackingTransparency (ATT), both companies will continue to make up more than 20% of US digital ad spend each through the end of our forecast in 2024. [Keep reading]( PODCAST [Behind the Numbers: Reimagining Retail]( How the employee experience informs customer experience and retail leadership examples. Listen in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [“Behind the Numbers: Reimagining Retail” is made possible by Akeneo]( NEWS AND VIEWS 🎯 [Email marketing mistakes, the cheat sheet.]( Our fav? Function over form. Email’s simplicity is what makes it so powerful. Messaging is everything. 💻 [Google releases another search algorithm update.]( Its last “helpful content” update did not have much effect, but this week’s core update could change that. ✈️ [Adobe and Delta partner on diversity campaign.]( “Faces of Travel” initiative aims to confront a lack of representation in travel advertising. 🎨 [New business for creative agencies is way down.]( Economic uncertainty has taken its toll this year, though media agencies saw smaller declines. THE BIG QUESTION In 2021, the average US Twitter user spent 34 minutes per day on the app. This year, that same average user will scroll through the app for: A) More time B) The same amount of time C) Less time [Get the answer]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.