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Instacart expands offsite retail media capabilities with YouTube partnership: The retailer鈥檚 first-party data will power shoppable ads for CPG brands

A successful SearchGPT could cut into Google鈥檚 search advertising revenue and alter existing ad cost structures. Google might need to reconsider its relationships with publishers and content creators as AI alters web traffic patterns. Our take: Google Search owns 91% of the search market. It reported $175 billion in revenues from Search and attached ad sales in 2023.

YouTube will hit $7.36 billion in US ad revenues this year, per our forecast, compared with TikTok鈥檚 $6.19 billion. YouTube will have 236.1 million US users this year compared with TikTok鈥檚 102.3 million.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

Google abandons cookieless Chrome: Ad experts say 鈥榠ndustry will likely end up in the same place鈥�. Google says it will not deprecate third-party cookies on Chrome. Programmatic Advertising Forecast and Ad Tech Trends H2 2024 (Subscription required). Note: Respondents were asked, "When you receive a notification that a website uses cookies, how often do you click 'OK' or 'accept'?鈥�".

The AI-assisted search revolution will take place primarily on the nonretail battleground, which is still dominated by Google. But Google lost share of the market last year, and Microsoft and Apple are starting to appear a little closer in Google鈥檚 rearview mirror.

Yext found that businesses with complete and uniform listings across platforms like Yelp and Facebook, as well as lesser-known sites like HotFrog, performed better on Google, with 82% more clicks from search. Google鈥檚 AI models draw data from many sources, and any inconsistencies could affect visibility, Ruffalo said. Action item: Don鈥檛 only focus on main platforms like Google Business Profile.

So, "Google is finally killing cookies. Now what? Google is finally killing cookies. Advertisers still aren't ready," suggests Miles Kruppa and Patience Haggin of the Wall Street Journal. As of last week, Google started a limited test that restricts cookies for 1% of the people who use its Chrome browser. It's the world's most popular. That 1% is 30 million people though, so it's a lot of folks.

Amazon sits at the top of US ecommerce, accounting for 37.6% of sales this year, according to our forecast. In addition to generating billions of dollars in sales, Amazon鈥檚 ecommerce business propels its other ventures, including retail media and B2B ecommerce. By harnessing the power of generative AI, Amazon could leave its retail competition even further in the dust, and possibly catch up to the Google and Meta duopoly.

While Google and Meta race ahead on generative AI, agencies slam the breaks: Major agency BBDO warned employees against using generative AI for client work.

Major players like TikTok, Meta, and Google unveiled new partnerships, AI innovations, and streamlining solutions. Here are three key developments you may have missed.

US retail media ad spend will reach $59.61 billion this year, according to our October 2023 forecast. 18.5% of retail media network ad spend is coming from off-site advertising, and that share is growing, per our forecast. With retail media gaining so much of the digital ad landscape, it鈥檚 no surprise ad giants like Google and Microsoft are building out their own retail media tools. Use this chart:.

Cookie deprecation is coming, and 蘑菇AV analysts are confident Google won鈥檛 push back its deadline again. Marketers should be preparing for now. Here are five charts on how the loss of cookies is impacting the industry.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

Both Google and Microsoft are experimenting with integrating ads into their respective chatbot experiences. Google鈥檚 CEO Sundar Pichai called the company鈥檚 Search Generative Experience (SGE) 鈥渁 clear quality win,鈥� but search experts still aren鈥檛 sold on SGE鈥檚 effectiveness. Chat-based search could provide users with more conversational, personalized search results.

Are walled gardens a thing of the past? Shrinking market share and distrust of major platforms is leading to a shift toward open-ended ad solutions.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

Uncertainty looms over ad industry, producing a loss of 2,100 jobs in March: As AI advances and regulations toughen, agencies are caught in a difficult position.

eBay recently posted ad revenues of $367 million in Q2 2023鈥攁 growth of 35% YoY鈥攊n its latest earnings. But much of that can be tied to innovation in its ad types, improved measurement capabilities, and expanded third-party ads. eBay鈥檚 market also gives it a retail media opportunity outside of consumer packaged goods (CPG). Let鈥檚 break down what eBay is doing right.

OpenAI's rumored search engine became a reality with its launch of SearchGPT this month. While it joins other AI search platforms like Perplexity and Arc Search, the scale of ChatGPT raises the question: Could this be the Google killer? It has a long way to go. Google has more than 90% of search engine users, according to June 2023 data from Similarweb.

Pending legislation may require Meta and Google to pay domestic news publishers for linking to articles. Both companies say they will block news content if it passes.

Mobile and video formats will be key to a recovering ad market in the years ahead.