First-party data collection isn’t meeting needs

Plus: Linear’s CTV ad stake [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 16, 2024 Generative AI has taken personalization from buzzword to buzzworthy. Find out how in our upcoming [Outlook and Strategies for 2024’s Second Half Summit](. Do you know what percentage of US generative AI users employ the tech at work? A) 35% B) 50% C) 65% D) 80% [Get the answer]( TOP STORY [First-party behavioral data is a priority at all stages of the customer journey, not just discovery]( “Digital advertising was founded upon third-party cookies, which are going away by the end of 2024 if Google sticks to its current timeline,” said our analyst Evelyn Mitchell-Wolf. “That makes first-party data more valuable because there is a direct relationship between the data owner and the person from whom the data originates.” First-party data doesn’t just include identifiers and lead generators like name, email, and phone number. Behavior signals like clicks, page views, searches, and churn reasons are first-party data that reveal insights into how engaged a consumer is, what products they’re likely to revisit, and at what point they are likely to either convert or abandon cart. All of that information can help marketers not only reach the right audience, but also help them along their shopping journey. [Keep reading]( NEWS AND VIEWS [Analysis finds linear represents 85% of CTV inventory]( Our view: US linear programmatic ad spend is rising, even as time spent with linear TV declines, per our forecast. That said, many are watching linear programming via digital platforms like YouTube TV. [YouTube cracking down on third-party apps that block ads]( Our view: We forecast YouTube’s US ad business will grow 12.1% this year to reach $8.29 billion. To keep growing those revenues, YouTube needs to make sure its ads are actually viewable. [Some creator videos are getting AI-powered product placements]( Our view: Placements at the bottom of video content could be an easy revenue stream for creators and an easy impression for brands. But with so many options for creator-generated content, viewers may be inclined to scroll past anything that looks like an ad. ANALYSIS [The ad-supported video streaming market is getting more crowded]( More subscription video streaming services are pushing advertising. At the same time, free ad-supported streamers are gaining viewers. These developments provide advertisers with more options to find audiences. [Keep reading]( THINGS TO KNOW 💔 [After the UMG/TikTok breakup, some creators say they are struggling]( 💬 [Meta brings AI chatbot to Instagram DMs]( 🔎 [How to harness the power of brand mentions across the search universe]( 👓 [Meta wants to put students and teachers in Quest VR headsets]( PODCAST [Behind the Numbers: The Daily]( GenAI and healthcare, part 2—How physicians are using genAI for patient care and a ‘DIY health clinic-in-a-box.’ Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Walmart Connect. [Listen in]( 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 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](