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While Google鈥檚 offer is generous, it raises concerns about long-term monetization. If developers become reliant on the tool, future pricing shifts could introduce new costs or limitations. Our take: Google鈥檚 history with search suggests monetization could follow once market dominance for AI code creation is secured.

More reasons to stay: By integrating AI-driven agents across its Adobe Experience Cloud, Adobe has the potential to increase customer lock-in and expand monetization through premium AI capabilities. It鈥檚 starting with 10 purpose-built AI agents for enterprises, including:. Audience Agent: Finds the right people for a brand's ads and builds better audience segments.

Search is pivoting toward AI chat. Google has its Search Generative Experience (SGE) and Bard. Microsoft has its new Bing and a partnership with OpenAI. These fundamental changes to search will change user behavior and monetization. Here鈥檚 how the new era of search will affect advertising for brands, retailers, and publishers.

鈥淚t鈥檚 a clever option for brands looking to stay visible when a full-scale creator campaign isn鈥檛 in the cards,鈥� said Emily Weiner, manager of product monetization at A+E Global Media, who specializes in creator partnerships. These partnerships could be efficient and mutually beneficial for both creators and brands, said Weiner.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss GenAI supercharging search, connected TV's (CTV's) next milestone, and short-video's monetization problems. Tune in to the discussion with our analysts Jasmine Enberg and Yory Wurmser, and vice president of content Paul Verna.

Before retail media, brands would pay retailers to market their products, but weren鈥檛 necessarily involved in how they were promoted. 鈥淣ow, it鈥檚 more of a conversation,鈥� said Melanie Babcock, vice president of Retail Media+ and monetization at The Home Depot. Retail Media+ is The Home Depot鈥檚 retail media network.

Additionally, web publishers could face disruptions to their content monetization.

Generative AI search engine Perplexity will launch ads in the next few quarters. But while advertisers probably don鈥檛 need to form Perplexity ad strategies just yet, they should keep an eye on how the search engine is approaching monetization for clues into what Google (and other emerging search competitors) could do in the future.

Meta's major monetization of minors mishap: The FTC has proposed to bar the social giant from using children's data for their ad business.

Mass adoption of Gemini Code Assist could help Google secure the industry standard and build an audience for future monetization. Why not buy the whole thing? Google鈥檚 ongoing antitrust cases will make any high-profile AI acquisition difficult, if not impossible, especially since it鈥檚 considered one of the top AI players.

Snapchat could also be a strong contender for large creators, thanks to its Snap Stars monetization program. Audience demographics and creator tools also help determine which platform is the best alternative. Creators will go where their primary audience is. But they will also consider which platforms have strong, easy-to-use content creation tools.

The platform further plans to open monetization tools, like its virtual currency and subscription options, to most creators in 2025鈥攆eatures that were previously available only for Affiliate-level streamers.

More ad inventory means creators will have more monetization opportunities. Increased human assessment could give YouTube more valuable insights to consistently improve its review system.

Losing TikTok could lead to fragmentation, making monetization and market reach unpredictable.

That success might entice other social platforms to follow WhatsApp鈥檚 monetization strategies. Paid messaging is central to WhatsApp鈥檚 monetization strategy. Marketers using WhatsApp Business can message users with things like promos, purchase notifications, and one-time passcodes.

Startups put OpenAI鈥檚 Microsoft advantage to the test: OpenAI is becoming one of the US' most valuable startups over its sensational generative AI. Leadership in the space requires skillful monetization.

Between the lines: The volatility creators experience with brand and platform payments have allowed creator platforms that offer direct-to-consumer monetization like Kajabi, Patreon, and Substack to flourish. The turmoil at TikTok and in the political landscape have accelerated their growth, and prompted other platforms to offer major cash incentives or bonuses to TikTok creators.

Reddit CEO Steve Huffman said the platform sees more than one billion searches per month during its Q2 earnings call, raising a huge monetization opportunity. The company has not yet introduced search ads. But in December, it began testing Reddit Answers, an AI-powered search tool that provides curated summaries of content on the platform.

Some of it is, and we believe we have the best monetization model on the planet for premium storytelling. I think we could help those creators reach an audience and could help de-risk them, unlike the kind of typical UGC, user-generated content models.". Ross, do video podcasts and content creators fit nicely into Netflix's offering in your opinion? Ross Benes:.

However, creators who rely on TikTok for brand deals and monetization are increasingly uneasy. Creators felt blindsided by TikTok鈥檚 sudden shutdown, viewing it as a sign of disregard for their livelihoods. Many have lost trust in the platform, despite TikTok鈥檚 dominance in influencer marketing.

鈥淪hoppable video, especially with the increasing popularity of CTV, is predicted to be a significant trend in 2025,鈥� said Melanie Babcock, vice president of Orange Apron Media and monetization at The Home Depot. 鈥淭his format allows consumers to buy products directly from video content, providing a convenient and integrated shopping experience.鈥�. Real-world example: Instacart and Roku.

Year of the chatbot: Google鈥檚 Apprentice Bard is among many chatbots we鈥檒l see released by the tech industry this year. Investors are excited, but performance and monetization are market hurdles.

Google鈥檚 I/O showcases bold AI integration across products: The announcements show its marketplace strength but it鈥檒l need an effective monetization strategy to beat the competition.

Integrate ad monetization from the start. Companies that treat their media network as a core business function鈥攏ot an add-on鈥攚ill be best positioned to scale. Embedding advertising capabilities early, rather than stitching them together after the fact, will help avoid the pitfalls and inefficiencies that hindered many early retail media efforts.

By acquiring Red Seat Ventures, Fox isn鈥檛 just expanding its content portfolio鈥攊t鈥檚 staking a claim in the growing host-driven podcast industry which offers unique monetization opportunities.