蘑菇AV

Support for a TikTok government ban is higher among Republicans than among Democrats (60% vs. 43%). Older Americans are keener on banning TikTok than younger ones (71% of those ages 65 and older vs. 29% of those under 30). Calls to ban the app are higher among those aware that TikTok is owned by China over those who are not (60% vs. 27%).

When it comes to video advertising, viewability used to be king. But as identifiers go away, advertisers are migrating to 鈥渁ttention鈥� metrics that better gauge meaningful interactions with advertisements. In fact, 36% of buy-side advertising decision-makers plan to focus more on attention metrics this year, according to November 2022 data from the Interactive Advertising Bureau.

From social media influencers repurposing content without due credit to concerns about copyrighted work used to train AI systems, the digital age demands clearer boundaries.

Social鈥檚 share of total media ad spending will grow much more slowly. Between 2017 and 2021, social鈥檚 share of overall media ad spending in the US nearly doubled, climbing from 10.5% to 20.0% in just four years. By contrast, its share of US media ad spending will climb less than 2 percentage points through 2027, inching from 20.4% in 2023 to 22.0%.

On today's episode, we discuss which attention metrics are real, which are still in development, and where identity and addressability will be by the end of the year. "In Other News," we talk about how much Microsoft and Apple can encroach on Google's search turf and YouTube debuting unskippable 30-second ads. Tune in to the discussion with our analyst Evelyn Mitchell and Kunal Nagpal, chief business officer of InMobi.

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.