How CMOs approach performance vs. brand marketing; White House pushes for TikTok sale

Plus: How the digital ad world is faring, brands backing women's sports, and how many people still have cable? [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis MARCH 16, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling There is a species of jellyfish that can theoretically live forever. When faced with danger or stress, the immortal jellyfish has the ability to revert back to its juvenile polyp state and start its life cycle all over again. Although starting from scratch seems pretty stressful in itself. TOP STORY [How 3 CMOs approach performance and brand marketing]( “Let it be okay to also ask dumb questions, because there aren’t any.” That’s thredUP CMO Noelle Sadler Delory’s advice for building a marketing team that understands creative, metrics, and its customer holistically. Delory and the CMOs of Marine Layer and Fernish also advocate for breaking down silos between performance and brand marketers so everyone understands the same metrics and speaks the same language. [Keep reading]( NEWS AND VIEWS [White House pushes for TikTok sale]( Our view: By threatening a ban, the Biden administration could corner TikTok’s parent into a sale. A break from ByteDance would please US and EU regulators, but it would detach TikTok from its extremely successful roots. [Google releases latest core update, allowing personalized channel groups]( Our view: The groups should make it easier to track website traffic. Google will make up 26.5% of US digital ad spend this year, down from 28.8% last year, as the ad giant loses share to competitors. [How Siri, Alexa, and Google Assistant lost the AI race]( Our view: It’s really difficult to get people to change the way they interact with technology. As a result, voice commerce hasn’t taken off. This year, about 10% of the US population will buy via smart speakers at least one time, according to our forecast. ANALYSIS [4 holiday 2023 marketing strategies brands should adopt]( We forecast the 2023 holiday season to grow similarly to 2022, with overall retail spending rising 4.5% to $1.328 trillion. Retailers and brands will need to acquire 2023 holiday shoppers more cost-effectively and give them reasons to spend. [Holiday 2023 marketing strategies should adapt to a value-oriented environment]( [Keep reading]( THINGS TO KNOW 🎨 [US Copyright Office: Some AI-assisted works may be copyrighted]( 🧠[OpenAI co-founder: ‘Getting [GPT-4] out in the world is how we learn’]( 🏴‍☠️ [Piracy streaming sites could cost advertisers millions, report finds]( ✏️ [LinkedIn expands generative AI to recruitment ads and profiles]( 🪟 [Microsoft Ads broad match modifier keywords now serve ad broad match]( PODCAST [Behind the Numbers: The Daily]( How the digital ad world is faring, brands backing women's sports, and how many folks still have cable? Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Meltwater. [Listen in]( THE BIG QUESTION Marketing tech-tonics: True or false? More than half of media buyers have concerns about the evolution of technology. [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, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](