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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.

With 34 million developers, a massive app ecosystem, and a burgeoning ad business, Apple could fast-track its metaverse ambitions behind its MR headset announcement.

Meta tells advertisers not to buy ads on iOS: The company looks to build SMB allies by advising brands to avoid Apple fees.

On today's podcast episode, we discuss how the Apple monopoly trial could change the smartphone market, whether Aldi can take on Walmart, if gambling ads will get banned, the impact of Amazon's "Big Spring Sale," how seriously we should be taking drone delivery, where the happiest people in the world live, and more. Tune in to the discussion with our analyst Blake Droesch and vice presidents of content Suzy Davidkhanian and Paul Verna.

On today's episode, we discuss the significance of Amazon buying a primary care network, how ChatGPT did when it took the US Medical Licensing Exam, and what an Apple mixed reality headset could do to treat pain. "In Other News," we talk about health information being shared for advertising purposes and what to make of CVS buying Oak Street Health. Tune in to the discussion with our analysts Lisa Phillips and Rajiv Leventhal.

Last week, Apple made news for testing an AI-powered ad product similar to Google鈥檚 Performance Max. Apple has been successfully investing in advertising for the past few years. But Google has a multibillion dollar advertising advantage. Even with AI advertising improvements, Apple is nowhere near Google鈥檚 ad dominance.

Apple recently pulled back from its in-theater strategy after repeated flops. Theaters are responding by enhancing the in-person experience through renovations and improved amenities. The theatrical atmosphere, particularly during holiday seasons, maintains its unique appeal despite streaming's convenience and cost advantages.

With the open-platform Android XR and a more budget-friendly headset, they鈥檙e opening the doors to immersive tech for everyone, taking on Apple and Meta鈥檚 walled gardens.

奥补濒尘补谤迟鈥檚 advertising business gets a boost: The retailer closed its Vizio acquisition, giving it inroads into the lucrative CTV market.

Apple, however, has succeeded in monetizing search in the App Store, which has contributed to slower growth and a diminishing share for Google since 2022. Social media and streaming apps drive rapid growth in video ads. In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

The hype around Web3 that consumed SXSW in 2022 has receded, replaced by interest in the practical applications for new devices from Apple and Meta. Apple and Meta will lead a duopoly into XR. Interest in practical use cases for spatial computing is on the rise.

CTV inventory has surged, but the linear TV ad market remains much larger.

Failure to launch: Big Tech companies like Amazon, Apple, and Google are delaying releases and making product promises they can鈥檛 keep, to the ire of consumers. Google still has no firm deadline for the end of third-party cookies. The lack of a timeline is making it difficult for marketers to set up contingency plans. Apple is facing a false advertising lawsuit over Apple Intelligence delays.

And that's something that's very attractive to advertisers and big budget advertisers. That's that space that you can charge a lot of money for. Marcus Johnson (21:18):. Yeah, and you were telling me that the Thanksgiving Day parade eclipses all these guys, all of these award shows in viewership. Daniel Konstantinovic (21:25):. Yeah, that is a very interesting one.

Apple is due for a legal confrontation. As of February 2024, the DOJ was in the late stages of an investigation into Apple and could file an antitrust complaint very soon. Although the case reportedly concerns Apple鈥檚 software and hardware rather than its ads business, it would represent another regulatory blow to Big Tech.

The 2024 general election has been dubbed 鈥渢he podcast election鈥� due to candidates鈥� potentially game-changing appearances on some of the biggest podcasts in the US. These appearances illustrate the untapped potential of podcast advertising. 鈥淧odcasts may have played a big role in the US election, but they're still getting overlooked by 补诲惫别谤迟颈蝉别谤蝉,鈥� wrote 蘑菇AV senior vice president of content and executive editor Vladimir Hanzlik on LinkedIn.

A forced sale could upend Google鈥檚 ad revenue streams, alter the search landscape, and open the browser market to new competition.

Bundles typically offer a steep discount to viewers who select ad plans. The past year has also seen some streaming services eliminate their cheapest ad-free plans and raise prices more on their ad-free plans than on their ad-supported ones. With the exception of Apple TV+, the most popular US subscription streamers offer ad tiers.

This includes revenues from YouTube鈥檚 music service, which competes with Spotify and Apple Music. Another way YouTube has grown its Premium user base is by heightening ad loads and cracking down on ad blockers. This tactic incentivizes people to pay for YouTube Premium to avoid ads. While still primarily an advertising company, YouTube has diversified its business.

How Apple could shake things up: Which contenders will vie for the MLB rights left behind by ESPN is up in the air, but Apple TV+鈥檚 existing relationship with the league could mean it will throw its hat in the ring.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.