Big Tech’s most potent forces are on the rise but still some way off the duopoly.
In graphic detail: the rise of Amazon and Apple in adland Big Tech's most potent forces are on the rise but still some way off the duopoly. This article is part of a limited editorial series, called The 2023 Notebook, that is designed to be a guide to marketing and media buying in the new year. Explore the series here. Additional coverage: In 2022, Gen Z became the dominant generation on social media. There has been a shift in social media usage among this generation of social media savvy users. Here's what that means for 2023. Hollywood films such as "Ready Player One" have sketched out a vision for a fully immersive and interoperable virtual world, and as the metaverse picked up steam in early 2022, in-game advertisers did not necessarily go to great lengths to clear up their association with this tantalizing concept. To kick off 2023, we've asked folks what they expect the top marketing and advertising trends will be this year. More in this Digiday+ Marketing Briefing. These are the top media trends Digiday's editors expect to see in 2023. Other things to know about For advertisers, obtaining robust metrics across mobile, desktop, social, digital and CTV can be difficult, but is essential to building and delivering successful campaigns. Produced in partnership with Marketecture. For marketers, relying solely on first-party data is an unrealistic tactic, even as third-party cookies become obsolete. Instead, alternative identifiers, universal IDs and ID-agnostic solutions will become crucial. Sponsored by PubMatic. Including native ads within email newsletters means the advertiser’s sponsored content will fit in with what’s surrounding it, rather than overtly looking like an ad — meaning those there to read the newsletter are more likely to read the ad content. Sponsored by LiveIntent. | | |
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