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JULY 10, 2026 |
EMARKETER and Semify are fielding a survey to better understand how small business owners address search and AI visibility. The survey should take no more than five minutes to complete and you have the chance to win one of five $100 gift cards. |
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In this edition: |
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TOP STORY |
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Identity resolution is becoming standard practice for marketers. More than 90% of survey respondents use identifiers, and more than half (54.5%) say they sometimes, often, or almost always work with multiple third-party identifiers, according to a March 2026 survey of 112 US-based agency and marketing professionals by EMARKETER and Acxiom. |
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Eight in 10 respondents say identity resolution has improved marketing ROI. |
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Personalization tops the list of benefits, with 40.2% reporting measurable gains, followed by attribution and measurement (32.1%) and media efficiency (28.6%).
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This helps explain why 60.7% of marketers expect to increase investment in identity resolution over the next two years. |
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IN THE NEWS |
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OpenAI extends ad pilot to Europe in a race to drive revenues. OpenAI will bring its ChatGPT ad pilot to France, Germany, and Ireland as it looks to expand availability in Europe, Digiday reported Thursday. |
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Netflix, Disney, YouTube vie for FIFA rights despite time-zone hurdles. Netflix, Disney, and YouTube are considering bids to challenge Fox for the US broadcast rights to the 2030 and 2034 FIFA World Cups, according to CNBC. |
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Netflix uses publisher deals to deepen short-form content options and widen ad inventory. Netflix is expanding its short-form content offerings through a series of new publisher deals with BuzzFeed, Condé Nast, Hearst Magazines, PMX, People Inc., Tastemade, and others. |
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INDUSTRY VIEWS |
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AI is increasingly shaping how consumers discover and evaluate products before they buy. As agentic commerce gains momentum, brands are rethinking what it takes to turn AI-driven discovery into completed transactions. This article was contributed by ESW. | | |
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ANALYSIS |
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Shoppable media refers to any digital content that enables consumers to make a purchase directly from the media they consume, whether through social posts, connected TV (CTV) ads, livestreams, or retail website integrations. As retailers and platforms expand shoppable formats, marketers face new opportunities to compress the purchase funnel and achieve closed-loop measurement. |
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