Marketer Takeaway: Both features speak to growing trends toward hypersegmentation and algorithmically driven content on social platforms. These trends often go hand in hand, as platforms can use their users’ niche interest groups to fuel the algorithm.

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New data collection strategies emerge from Apple’s privacy update: Advertisers and publishers are turning to ecommerce, direct mail, and other means to enhance their first-party information, our recent report finds.

US ad dollars are also increasing marginally as a share of social network ad spending and will make up 4.0% this year, as Facebook's growth slows while the rest of social glides smoothly. However, there could be reason for concern for advertisers, considering less than three years ago Musk tweeted, "I hate advertising."

On today's episode, we discuss the main takeaways from Snapchat and Twitter's Q4 performance. Then for "In Other News," we talk about why social platforms are pivoting toward more professionally created content and the significance of Snapchat testing mid-roll ads within Stories. Tune in to the discussion with our analyst Jasmine Enberg.

It is not retail as entertainment, nor is it a social experience. Additionally, its brick-and-mortar presence is nonexistent in most product categories, although if Amazon enters the department store space as it has recently been reported, that may change.

Ecommerce and social ad spending will continue to drive overall digital ad growth—together they make up 66% of total digital in 2022.”.

Apple’s 2021 privacy updates have advertisers approaching iOS with caution and accelerating their investment in Android. Last May, soon after the changes rolled out, US Meta ad spending rose at about the same pace on both types of devices. By the end of December, growth on iOS had slowed to 3% year over year, while Android’s soared to 101%.

How will social network ad spending and social usage change in 2020? And what will happen in hot-button areas, such as privacy, ad targeting and political advertising in social media? Here’s what we think lies ahead.

Meta’s lawsuits, settlements, and consumer sentiment are a mounting problem: The company can’t acquire its way out of this one.

Meta’s future is muddled by declining Facebook users, slow metaverse adoption and a beleaguered ad model: In response to TikTok's success, Meta will shift focus to video, but will the reactionary move be enough to recover losses?

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

Terry Kawaja, founder and CEO of strategic advisory firm Luma Partners, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the pandemic's effects on live events and the ad market, the importance of marketers taking a stand on social issues and using economic downturns to increase brand presence.

That means creating an omnipresent multiplatform social strategy that speaks to consumers at all touchpoints and mindsets along the way to purchase. 2. Focus on talent. As the budgets and greater focus of the advertising industry shift to social media—and platforms continually emerge for social marketers to manage—there is a growing need for social advertising talent.