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Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube鈥檚 future.

TikTok鈥檚 retail ambitions will go head-to-head with Amazon鈥檚 ecommerce dominance, while LinkedIn鈥檚 ad appeal grows with tech-powered enhancements. Here鈥檚 how our analysts predict the changing social landscape will impact advertisers in 2024.

鈥淚 personally don鈥檛 believe in my 2024 plan I鈥檓 going to have a bunch of prompt engineers on my team,鈥� Lynn Tornabene, CMO of Anteriad, said during our 鈥淯nderstanding the New Buyer Journey: Insights Into B2B Marketing鈥檚 Omnichannel Transformation鈥� Tech-Talk Webinar. 鈥淚鈥檓 excited about the creativity that this drives.鈥�. 2. Data (75%).

On the B2B side, Visa and Mastercard are also expanding their payment flows through Visa B2B Connect and Mastercard B2B Hub. Visa B2B Connect is a blockchain-based end-to-end payments network built to make B2B transactions cheaper and faster. Its blockchain technology highlights Visa鈥檚 willingness to innovate and overcome potential threats.

The B2B market is facing younger buying committees, shifts in expectations about the purchase process, overcomplicated tech stacks, and uncertain economic conditions. These factors are changing how marketers can reach, engage with, and retain business customers, according to our analyst Kelsey Voss. Here are five predictions for how these factors will impact your B2B marketing next year.

When you stop looking at the business as having separate products, with siloed B2B and B2C customers, and instead as one whole entity, 鈥渋t really helps to streamline the processes and minimize work,鈥� Jane Musatova, Wix鈥檚 senior marketing automation manager, said on a recent Tech-Talk Webinar.

In the CMI and MarketingProfs study, 31% of B2B marketers worldwide said that wasn鈥檛 happening. This could result in missed revenue targets. Measurement and attribution are critical for success. Once data and tech are in alignment, marketers should focus on their ability to continually measure marketing efforts at scale.

Data center industry growth is on the horizon as AI adoption rises, with cloud giants like AWS leading the shift from the 鈥淐loud Era鈥� to the 鈥淎I Era.鈥�

On today's episode, we discuss the Cannes Lions International Festival of Creativity 2023鈥攖he best conversations from the event, the value of being there, what we heard from marketers, and what we didn't. Tune in to the discussion with our analyst Jasmine Enberg and vice presidents Marissa Coslov and Ina Gottinger.

Insurers looking to step into the space can refer to these examples for ideas on use cases for the model; whether to offer D2C or B2B products; and whether to approach the space through building, buying, or partnering. US-based insurtech Lemonade started offering blockchain-based parametric insurance coverage to crop and livestock farmers in Africa in March 2022.

Prediction 2: Paze will gain a 2% share of digital wallet ecommerce in Q4 2024 after ramping up earlier in the year. Paze鈥檚 rollout took longer than we expected, so the wallet likely won鈥檛 gain the 2% share of ecommerce volume we predicted until at least 2025. U.S. Bank didn鈥檛 roll it out at scale until September. It then went live with other major banks the following month.