Ogilvy, Microsoft pros share their AI secrets; Google targets spam

Plus: Ready or not, the $12 billion election is here [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 6, 2024 Max is planning a [password-sharing crackdown]( which is good news for the company if it can replicate Netflix’s success. But it’s bad news for people who are currently only on season 2 of “Friends” and are borrowing their brother’s login. That’s no one we know, of course … Was this email forwarded to you? Sign up [here](. TOP STORY [Why brand voice remains vital when using generative AI according to experts from Ogilvy, Microsoft]( Brands need to differentiate themselves in a crowded market. AI can help. But the content needs to be personalized and trained on the brand's own data to avoid generic output. And brands need to be sure that source content has a clear voice and point of view. Ogilvy owner WPP has created so-called brand brains, generative AI trained on a client’s data and external sources, Devika Bulchandani, global CEO of Ogilvy, said last week. Microsoft is also experimenting with training AI to write in brand voice. Before marketers can take advantage of these tools, they have to make sure their brands actually have a voice. [Keep reading]( NEWS AND VIEWS [Google releases massive search quality enhancements, spam updates]( Our view: Google’s crackdown on unhelpful websites “created for search engines” is a push against AI-generated content mills. Hopefully it will lead to more helpful search results—and better visibility for ads on quality websites. [TikTok moves Creator Rewards Program out of beta]( Our view: The program monetizes videos that are over a minute long, part of TikTok’s move away from very short videos. The change will make TikTok look even more like YouTube. But even with a revamped creator fund, influencer marketing deals won’t be going away. [Consumers are okay with more ads if they don’t have to pay]( Our view: Consumers want free content in exchange for ads on websites and apps, which bodes well for ad-supported platforms and services. ANALYSIS [Ready or not, the $12 billion election is here]( US political ad spending will hit the 11-figure mark this year, and digital will make up a growing share of the pie. Within digital, CTV will capture nearly half of outlays. But in contrast to advertising as a whole, most political ad spending will still go to traditional channels, led by TV. [Ready or not, the $12 billion election is here]( [Keep reading]( THINGS TO KNOW 📰 [Meta’s pivot away from news—and what it means for publishers]( 📱 [Spotify is about to put Apple’s new App Store policies to the test]( 🥫 [Chicken Soup For The Soul strikes upfront interactive ad deal]( 🎙️ [Apple Podcasts now includes transcripts]( PODCAST [Behind the Numbers: Reimagining Retail]( How the $100 billion resale market is evolving and what retailers should be thinking about. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Just do it: Nike’s new out-of-home campaign, which reads “it was never a long shot,” showcases which record-breaking athlete? A) Simone Biles B) Katie Ledecky C) Serena Williams D) Caitlin Clark [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 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](