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In July and August, the US ad market saw its first consecutive two months of growth in over a year, according to Standard Media鈥檚 US Ad Market Tracker. Platforms are focused on keeping that momentum alive with several updates. Multiple platforms are boasting improved AI targeting and enhanced connected TV ad solutions. Here is everything new in September.

On today's episode, we discuss what the new normal looks like at Netflix, why its ad-supported tier isn't helping much, and what the first DVD ever mailed by the company was. "In Other News," we talk about Meta, TikTok, and YouTube facing off at this year's NewFronts and whether instant videos could be the next big AI development. Tune in to the discussion with our director of Briefings Jeremy Goldman.

On today's podcast episode, we discuss whether Humane's new AI pin is about to become as ubiquitous as the smartphone, just how much ground brick-and-mortar retail will give to online shopping, the next big social media app, if folks will start shopping on Amazon right from their Facebook and Instagram feeds, how news consumption on social media is changing, which airlines carry the most passengers, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Max Willens and Yory Wurmser.

On today's episode, we discuss the ways in which firms are prepared鈥攁nd unprepared鈥攆or AI, what happens when companies have finished test-driving generative AI, and what to make of Meta giving away its AI model. "In Other News," we talk about when we can expect to see GPT-5 and how Apple鈥檚 lip-reading technology could be a step toward artificial general intelligence. Tune in to the discussion with our analysts Jacob Bourne and Gadjo Sevilla.

Brands can no longer solely rely on the feed or Stories to capture users鈥� attention. Marketers are showing up in spaces where users are spending time and where running a traditional ad isn鈥檛 an option, like a post鈥檚 comments section or in group chats.

Meta gained a strong hold over the US social media app rankings last year, with Instagram, WhatsApp, Messenger, and Facebook all boasting the highest numbers of downloads, according to Apptopia. Messaging app Telegram broke into the top 10 this year, as did relative newcomer BeReal.

On today's episode, we discuss the prevalence of folks using first-party data in clean rooms, Amazon Marketing Cloud, and privacy. "In Other News," we talk about how Meta鈥檚 recent General Data Protection Regulation (GDPR) violation could threaten its ad duopoly status and the impact of Twitter losing more than 500 of its top advertisers. Tune in to the discussion with our analyst Max Willens and Tinuiti's Nirish Parsad, practice lead in emerging technology, and Aly Fields, associate director of commerce.

We estimated last week that Meta could stand to gain 22% to 27% of TikTok鈥檚 projected $6.61 billion in US ad revenues, while YouTube stands to gain as much as $1.54 billion.

Social platforms are already great vehicles for introducing consumers to products and brands they may want to purchase. Advertisers should lean into that strength and:

Where Instagram wins: 鈥淢别迟补 has, over the last year or so, taken a little bit of a step back from ecommerce to refocus their business on advertising, but I wouldnt necessarily count them out,鈥� Droesch said.

Just over 80% of US Gen Zers ages 15 to 26 use YouTube monthly, and almost the same percentage use Instagram or TikTok, per our July 2023 survey. More than half still visit Facebook. And though BeReal was the trendy app last year, only 15.1% of Gen Z respondents use it.

Retail media has transitioned from its 1.0 era, defined by on-site search and sponsored product ads, into the era of retail media 2.0, which consists of a mosaic of ads on-site, in-store, and across other media channels. 鈥淭he opportunity gets much bigger, but realizing the opportunity also gets a lot more complex,鈥� our analyst Andrew Lipsman said on 鈥淏ehind the Numbers: Reimagining Retail.鈥�

Besides Meta getting affected ever so slightly by the IMDb deal, Google鈥檚 utility diminishes just a bit as well. The search leader has publicly acknowledged the threat posed by TikTok and is making moves to cater to modern users鈥� preferences. Meanwhile, Yelp and other platforms that cater to small businesses are right to be concerned about TikTok鈥檚 ability to eat into their ad market.

Just as Facebook became the platform that defined millennials鈥� social media experience, TikTok is cruising toward a similar status for Gen Z鈥攂ut it鈥檚 taking a different route.

The company has recently launched fresh revenue streams, including monetizing its famous 'streaks' feature and giving more users reasons to sign up for Snapchat+, but it isn鈥檛 innovating enough to compete with the likes of Meta鈥檚 Facebook and Instagram, not to mention TikTok.

Roblox emerges strong after a tough 2022: While users and revenues rose, the metaverse platform鈥檚 advertising ambitions haven鈥檛 yet taken off.

It鈥檚 a new year, which means new predictions. Our analysts have already made a number of big predictions for 2024, but here are a few more from our newsletter team. We鈥檙e keeping an eye on generative AI, attention metrics, and Gen Alpha鈥攁nd we expect to see more ads in more places along the way. Here鈥檚 what we鈥檙e watching.

Approximately 31.2% of CPG鈥檚 digital ad budget is allocated to social networks. CPG and retail are powering social ad spending growth: The two categories made up 62.7% of new social ad dollars from 2022 to 2023.

On today's episode, we discuss why the US is considering a TikTok ban; where influencers, users, and advertisers will go if there is one; and how marketers can prepare. "In Other News," we talk about what Meta's latest job cuts say about the company and what its plans look like for a Twitter rival. Tune in to the discussion with our analyst Jasmine Enberg.

If TikTok gets banned (and it鈥檚 a very big 鈥渋f鈥�), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

Google and Meta鈥檚 combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon鈥檚 ascent will not be fast enough to offset the weakness of the other two giants.

With the rise of TikTok and all its copycats, there鈥檚 a lot to keep track of in terms of paid advertising. Creators frequent TikTok, Reels, Shorts, and Spotlight in some capacity, but the ad ops on each platform vary. Here鈥檚 a quick guide to what鈥檚 available on each platform.

Gen Z鈥檚 attention is split across social media for shopping and search: The cohort鈥檚 use of multiple social networks spells opportunity for platforms and advertisers.

A brand targeting older consumers may have more luck analyzing a Facebook Group鈥檚 commentary. But for brands selling to younger audiences or a particular community like gaming or crafting, Reddit and Discord are far more effective because the forums focus on specific communities and self-moderate to ensure posts remain relevant.