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While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. 鈥淲e鈥檙e investing in all the tried-and-true performance basics,鈥� said Jonathan Yantz, managing partner at M&C Saatchi Performance. 鈥淏ut we鈥檙e most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.鈥�

Consumers (particularly Gen Zers) increasingly turn to social media to begin their shopping searches because of its highly visual, creator-driven content. To capitalize on this behavior, social platforms are building out search ad capabilities. But it鈥檚 still early days, so don鈥檛 dump Amazon or Google just yet.

鈥淭he promise of a way better consumer experience is here. The promise of real personalization is here,鈥� said Kya Sainsbury-Carter, corporate vice president of Microsoft Advertising.

Search is undergoing a seismic shift. Google is still the go-to for most inquiries, but generative AI is changing how people search, and leading people to explore alternative search engines. Meanwhile, paid search dollars are moving to retail media networks as shoppers begin their searches on Amazon and other retailer sites. And Gen Z鈥檚 search habits look different from older generations, with the cohort flocking to social media sites like TikTok and using visual search and chatbots.

Google Shopping gets an AI upgrade: The redesigned platform features a personalized feed of products, reviews, and video shorts, along with a Deals page tailored to consumers鈥� preferences.

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

On today's podcast episode, we discuss why the Atlantic thinks "Google is playing a dangerous game with AI search", the best new membership perk that retailers should introduce, TV networks strategy to deemphasize age, whether every brand needs a personality, why the Taj Mahal was built, and more. Tune in to the discussion with our analysts Blake Droesch, Bill Fisher, and Carina Perkins.

鈥淒igital advertising was founded upon third-party cookies, which are going away by the end of 2024 if Google sticks to its current timeline,鈥� said our analyst Evelyn Mitchell-Wolf. 鈥淭hat makes first-party data more valuable because there is a direct relationship between the data owner and the person from whom the data originates.鈥�

Google Ads tests new verification badge. Walmart offloads Bonobos as it shifts away from D2C ecommerce. Despite Amazon鈥檚 cost cutting, Jassy maintains commitment to innovation. Walmart struggles to find an urban format that works. Yesterday鈥檚 Chart of the Day: When life gives you Lemon8.

Advertisers have dragged their feet on developing third-party cookie alternatives and are now under pressure to implement effective measurement solutions, our analyst Evelyn Mitchell said in a recent webinar. But new measurement options come with their own challenges, including slow adoption, lack of published test results, and limitations of first-party data.

Its efforts to diversify income streams and expand into new global markets, coupled with strategic partnerships and enhanced advertising solutions, suggest a promising future. The potential integration of Google ad units, as suggested by recent Piper Sandler reports, builds on a Google partnership announced in February.

On today's podcast episode, we discuss how much Google鈥檚 鈥楢I Overviews鈥� can drive ad revenue for the company, which platform is most likely to chip away at its search lead, and what will be the most likely outcome from its antitrust trials. Tune in to the discussion with host Marcus Johnson, director of Briefings Jeremy Goldman and analyst Daniel Konstantinovic.

As third-party cookies become obsolete, email stands out as a reliable channel for advertisers to reach and engage customers. This preference, combined with email鈥檚 role in data-driven marketing and audience building, highlights its importance in the evolving advertising ecosystem.

Google will make Gemini the default interface across Android, Pixel, Google TV, and Wear OS鈥攖urning AI into the operating system, not just a feature.

To capitalize on retail media鈥檚 surge in popularity, Dollar General made some big investments in DGMN last year, including through partnerships with The Trade Desk, LiveRamp, Google Ad Manager, and Goodway Group. It also brought on board new advertising partners including Unilever, General Mills, Colgate-Palmolive, and The Hershey Co. And additional investments may be on the way, according to Owen.

Google quickens its pace in the generative AI race: Playing catch-up to generative AI rivals, it unveils enterprise and developer offerings this week. Performance and consumer privacy trump release timelines.

AI marketing company Jasper has been in the news after cutting its valuation and bringing on Dropbox鈥檚 former president as CEO. The tech company, which released a new end-to-end marketing tool in June, faces competition from OpenAI鈥檚 ChatGPT and the old guard of Microsoft and Google. But Jasper is unique in its ease of use and specific aim as a marketing tool.

Made for advertising sites still claim 13% of programmatic ad spend: Despite major efforts from exchanges, the MFA problem still hasn鈥檛 been solved.

The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.

The news: Apple is in talks with OpenAI and Anthropic to power a revamped version of Siri, per Bloomberg. This follows internal delays and setbacks in launching the AI-enhanced Siri that was announced at WWDC in June 2024. Advertising repercussions: Advertisers and brands won鈥檛 just be contending with Apple鈥檚 ad systems and algorithms鈥攖hey also need to consider third-party vendors鈥� ecosystems and how those preference ad placements. Our take: Apple settling for outside AI is a turning point for walled gardens. For advertisers, it鈥檚 both a risk鈥攄ue to reduced predictability鈥攁nd an opportunity to innovate within new conversational interfaces.

The Google-Meta duopoly will account for 57.5% of digital ad spending in 2024, while retail media will account for 20.8%. For consumer packaged goods (CPG) advertisers, retail media will become a key piece of search and display expenditures.

Prime time: However, the FTC could benefit from fortuitous timing: This trial comes less than a year after a landmark antitrust ruling that declared Google is a monopoly in search and ads. That decision could pave the way for a judge to rule against Meta by disrupting laissez-faire deference to Big Tech. It also challenged the notion that market dominance through aggressive tactics is fair game.

LiveRamp broadens Pinterest collaboration: Global advertisers to benefit from enhanced data integration.