The prototype AI search engine could reshape search dynamics by offering a more conversational and customizable user experience.

On today's podcast episode, we discuss what to make of Google deciding to keep cookies, whether a Spotify for movies service could work, if people will want to have a conversation with their newspaper, if Disney can be as addictive as Netflix, why there are more Olympic teams than countries, and more. Tune in to the discussion with host Marcus Johnson, our analysts Ross Benes and Blake Droesch, and vice president of content Paul Verna.

Google put a lid on its cookie deprecation plans on Monday, proposing that rather than deprecate third-party cookies, it would prompt Chrome users to “make an informed choice” on how they share their data with advertisers, according to a blog post from Anthony Chavez, vice president of Google’s Privacy Sandbox.

“Google will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,” our analyst Evelyn Mitchell-Wolf said on a recent EMARKETER webinar. “It never has been, and now consumers are also going elsewhere to satisfy their search needs.”

Third-party cookies on Chrome could be here to stay: Google said it may ask users to opt-in to cookie tracking in a major strategic shift.

Despite complaints, marketers who use Google for analytics need to understand Google Analytics 4 (GA4) because it’s not going away. “This is Google’s world, and we’re just all living in it,” said Colleen Harris, director product manager at Ansira. Here’s what marketers need to know in order to maximize GA4’s potential.

Search is undergoing a seismic shift. Google is still the go-to for most inquiries, but generative AI is changing how people search, and leading people to explore alternative search engines. Meanwhile, paid search dollars are moving to retail media networks as shoppers begin their searches on Amazon and other retailer sites. And Gen Z’s search habits look different from older generations, with the cohort flocking to social media sites like TikTok and using visual search and chatbots.

70.5% of US traditional search ad spend will go to Google in 2026, according to our March 2024 forecast.

Privacy Sandbox has a host of problems, partners say: Four ad tech partners released highly critical reports about Google’s embattled post-cookie solution.

Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketer.

“In the digital era, each step along the path to purchase has become significantly more complex,” our analyst Blake Droesch said on a recent EMARKETER webinar. “The store remains a vital centerpiece, but the number of digital channels that consumers are using to discover and evaluate brands continues to grow at a rapid pace.” Brands and retailers need to stay on top of evolving purchasing behavior to meet their customers where they are. Here are three trends and opportunities that can help.

Amazon Prime Day conditioned shoppers to expect bargains in July: That’s driven Google, Target, Walmart, and others to seize on the opportunity to drive consumers to spend.

The number of AR users will surpass 100 million next year and reach 116.0 million in 2028, per our forecast.

The introduction of Google’s AI Overviews has thrust generative search into the mainstream. But Google’s not the only player incorporating generative AI into search functions.

Google’s AI-powered tools enable brands and retailers to develop creative, personalized retail media campaigns that captivate consumers and drive engagement. By using advanced data insights, these solutions can enhance campaign effectiveness and foster meaningful connections with shoppers.

Retail media is taking Latin America’s digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

On today's podcast episode, we discuss how much people are actually searching on social media platforms versus looking elsewhere, what a TikTok ban could do to social search, and how AI-powered chatbots are changing how we look for things. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

FAST is furiously turning to ads: Google TV is the latest to spy a major opportunity to sell CTV ads at affordable CPMs.

The C2PA is a collection of representatives from companies including OpenAI, Google, Publicis, Microsoft, and Adobe with a goal to “make the world safe for generative AI,” according to Adam Buhler, steering committee member for the C2PA and executive vice president and head of creative technology at Publicis.

On today's podcast episode, we discuss why the Atlantic thinks "Google is playing a dangerous game with AI search", the best new membership perk that retailers should introduce, TV networks strategy to deemphasize age, whether every brand needs a personality, why the Taj Mahal was built, and more. Tune in to the discussion with our analysts Blake Droesch, Bill Fisher, and Carina Perkins.