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So it's been doing everything it can to bolster its position as Gen Z's preferred search destination, and it also launched search ads for advertisers that want to take advantage of that. Evelyn Mitchell-Wolf (09:35):. So I don't want to downplay what TikTok has done for social search, but now the social search habit is fairly entrenched.

But when we're talking about onsite search ads like our retail media 1.0 as called it before, it's really easy to measure that conversion when you are talking about another party coming in and advertising their own products. How can you measure that? The ads are a success? Sarah Marzano (12:09):. I think it's really important to consider the goal of the sort of advertisement.

And then we could have a whole episode on what's going on in the search ad market. But suffice it to say that Google is still the most important player in search, and I expect Google to announce a plan for bringing its search generative experience to a broader user base, so we should stay tuned for more on that front in 2024. And also lastly, we have two major antitrust trials happening in 2024.

And again, there it's mostly search advertising. CitrusAd has recently debuted a couple of new ad products.

It's set up in such a way that if it were to enter any market and advertising, streaming, search, ad tech, it would almost immediately become a force to be reckoned with. And we do see it going that way. But it's also a giant red flag for antitrust enforcers. That the momentum behind Apple's ads business is so directly attributable to app tracking transparency. Marcus Johnson:. Story two.

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I think there's a lot happening that is going to make it a lot more seamless to have these shopping experiences, whether that's things like recommended products or even search advertising, which I think TikTok is going to push really deeply into this year, or product placement, which I've been reading about a lot with GenAI companies, really finding ways for brands to be able to seamlessly put that content

So at NewFronts, it launched search ads. And even before that announcement, I had written in a report that I wrote about Snapchat Partner Summit, which was a few weeks ago, about how Snap had to be thinking about ways that it can use the information and the search behaviors on My AI to be able to serve better first-party, targeted advertising across its platform.

But Snap says that it's not meant to be a search engine, and that's a hard sell for me, especially given all the news about Gen Z now using TikTok and Instagram for search and TikTok even potentially moving into search ads. And I don't think Snap can afford to miss out on that Gen Z trend. Marcus Johnson:.

But back in April, they announced that they were seeing positive growth from marketplace sellers within sponsored search ads so they opened up sponsored display ads to marketplace sellers and they pointed to that as being one of the key drivers of their growth. So they're innovating, they're iterating.