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Editor’s note: EMARKETER Daily will not publish on Monday, January 20, due to the Martin Luther King Jr. Day holiday in the US. |
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JANUARY 17, 2025 |
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TikTok could go dark in the US this weekend. About what percentage of TikTok/Douyin’s worldwide ad revenues come from the US? |
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A) Less than 10% B) 25% C) 50% D) 75% |
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TOP STORY |
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A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. |
Many notable data points emerged from this busy week, including
Google's search usage, resounding global trust in
influencer recommendations, and most Americans don't know they're using
AI-enabled products (even though 99% recently have). |
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Here are five stats we found particularly interesting. |
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IN THE NEWS |
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Made-for-advertising (MFA) schemes are becoming more complex and increasingly bypassing existing safeguards, per a DoubleVerify report shared with Wired. |
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Our view: MFA sites don’t appear to be going anywhere soon, so advertisers must understand the methods they use to circumvent safeguards to avoid wasted spending. Advertisers can attempt to avoid MFA sites by working with publishers directly, adjusting their KPIs to deprioritize single metrics like clickthrough rates, and ensuring the systems they use have protections in place. |
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ANALYSIS |
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Though beauty is a crowded category, 11:11 Beauty is hoping Paris Hilton’s multigenerational appeal could help it break through the noise, and power a content flywheel. |
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Hilton’s status as a Y2K icon appeals to millennials’ nostalgia for and Gen Z’s curiosity about the early 2000s. |
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