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AUGUST 24, 2026 |
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In this edition: |
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Join us September 15 at City Winery NYC for The Future of Digital. Hear new EMARKETER research, a deep dive on AI visibility, and exclusive insights from analysts Stephanie Paterik, Sky Canaves, Nate Elliott, Blake Droesch, and more. Register before prices go up. Qualified registrants can apply to attend free. |
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TOP STORY |
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Where Americans spend their time and where advertisers spend their money have come apart, and social media is the widest gap. Social platforms, particularly Meta, capture a disproportionate share of the nearly $500 billion US advertising market. |
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"Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," said our analyst Ethan Cramer-Flood on a recent episode of "Behind the Numbers." |
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IN THE NEWS |
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Meta shifts campaign control from marketers to AI. Meta is notifying advertisers of plans to shift ad placement exclusions to an automated system, taking away brands’ ability to choose which of its apps carry their promotions, according to screenshots reported by Jon Loomer and shared by Social Media Today. |
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EMARKETER-exclusive data shows wellness brands dominate YouTube Shorts engagement. The data suggests that audiences are increasingly relying on short-form content for accessible, instructional wellness content. |
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Discord brings rewarded ads down the funnel with Play Quest+ campaigns. The company is debuting Play Quest+, an ad format that allows brands to offer rewards for players that complete in-game actions like playing with a friend or finishing a match. |
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ANALYSIS |
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"If nobody sees it, it doesn't exist," said David Van Veen, managing director of beauty branding agency MSLK, summing up what may become the defining challenge for beauty brands in the AI era. |
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As consumers lean on ChatGPT and Google's AI Overviews to narrow their options, brands get fewer chances to make an impression. AI doesn't return pages of search results. It surfaces a handful of recommendations, favoring brands that appear most consistently across trusted sources on the web. |
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PODCAST |
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We discuss why people should think about AI adoption differently than we have in the past, which AI tools are most popular, and what our “Building Blocks of AI” framework tells us about why people use the technology. "Behind the Numbers" is made possible by Awin. | | |
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