Meta has announced new updates to its Business Tools, focusing on enhancing user privacy.

According to a report by the Search Engine Journal, these changes will restrict data access, potentially affecting advertisers’ custom audiences and reporting.

Key adjustments include limitations on URLs and custom parameters, which may result in ad sets being paused, according to an email Meta sent to advertisers.

Meta recommends businesses review their tracking parameters and adapt their strategies for privacy compliance.

Advertisers should monitor for affected ads and adjust campaigns accordingly. Search Engine Journal recommends looking into alternative analytic tools.

Reddit’s New Strategy: Interest-Based Ad Targeting

Reddit has launched a new interest-based ad targeting approach to attract more advertisers by improving ad relevancy.

According to a report in the Search Engine Journal, this strategy allows brands to target users based on specific content interests and interactions across Reddit’s 100,000+ communities.

Reddit’s new system enhances precision by leveraging user activity patterns, helping advertisers reach niche audiences more effectively.

The update includes expanded interest categories and enhanced targeting options, making it easier for brands to align ads with Reddit’s engaged user base. As a result, advertisers can expect better campaign performance and more impactful engagement.

Nearly 90% of the 14.7 million new digital buyers in the US between 2024 and 2028 will come from Gen Z.

According to EMarketer, this generation’s digital buyer growth will peak from 2024 to 2026, making it crucial for brands to capture their loyalty during this period.

While overall digital buyer growth has stagnated, Gen Z remains the primary source of expansion as older generations reach saturation in online shopping. However, spending per digital buyer will grow more slowly due to Gen Z’s lower purchasing power.

The report noted that social commerce is key for targeting Gen Z. Over 60% of this group is expected to purchase through social platforms in 2024, and the share is expected to grow to nearly 65% in 2027.

According to March 2024 data by Zogby Analytics and Feedvisor, 48% of US retail decision-makers believe video ads deliver the highest return on ad spend (ROAS) on Amazon, followed by 39% who favor sponsored products.

This trend aligns with a March 2024 EMarketer forecast showing that video will account for 35.7% of total US digital ad spend, reaching $108.15 billion this year.

Amazon will generate $41.95 billion in US retail media ad revenue, making up 77% of the total retail media ad market.

EMarketer noted that advertisers should consider diversifying their Amazon ad formats to maximize ROAS.

Reddit soared to become the fifth highest-visibility domain in Google’s organic search results in July 2024, a remarkable leap from its No. 68 position in July 2023, according to Sistrix.

Since going public in March 2024, Reddit has rolled out new ad products and enhanced search features, positioning itself as a growing force in the digital marketing landscape, reported EMarketer.

Reddit’s ad revenue grew 41% year-over-year in Q2, and its US ad revenues are expected to rise by 27.9% this year, outpacing all social platforms except TikTok.

EMarketer noted that the platform’s success is due to new ad products, AI-powered search improvements, and increased visibility in Google’s search results.

Between July 2023 and April 2024, Reddit saw a 1,328% surge in SEO visibility. While Reddit remains a minor player in the US ad spend market, brands should consider leveraging its growing influence alongside their social media and SEO strategies, the report added.

In June 2024, Amazon led the US digital retail landscape, drawing an impressive 236.9 million unique visitors, according to Comscore.

This figure far surpassed Walmart, which ranked second with 137.2 million unique visitors.

Amazon’s dominance isn’t limited to traffic; it also commands 40.9% of US retail e-commerce sales this year, per EMarketer’s July 2024 forecast. Furthermore, Amazon is set to capture 77.0% of US retail media ad revenue, dwarfing competitors like Walmart (6.8%) and eBay (1.2%).

These stats underscore the value of investing in Amazon’s retail media network for digital advertisers.

In 2025, social media users in the US will outnumber linear TV viewers for the first time, according to EMarketer’s June 2024 forecast.

According to the data, 236.4 million Americans will be active on social networks, compared to 228.6 million who will still watch linear TV.

Despite this shift, linear TV will continue to command more video viewing time. US adults are expected to spend nearly three hours daily on it, compared to 53 minutes on social media and 37 minutes on YouTube.

For digital advertisers, this trend highlights the opportunity to reallocate ad spend from traditional TV to social platforms, tracking viewers’ migration and capturing their attention where it’s increasingly focused.

In June 2024, Amazon attracted 236.9 million unique US visitors, far outpacing Walmart’s 137.2 million, according to Comscore.

Amazon’s dominance extends beyond traffic and leads in US retail e-commerce sales, capturing 40.9% of the market this year, according to EMarketer’s July 2024 forecast.

Amazon’s influence in retail media is equally strong. It accounts for 77.0% of US retail media ad revenue, with Walmart at 6.8% and eBay at 1.2%, according to EMarketer’s March 2024 forecast.

Since Q3 2023, Google has experienced rapid growth in digital ad revenues, doubling the pace of Microsoft’s gains. According to recent earnings reports, Google’s global dominance in digital advertising continues to strengthen.

In the US alone, Google’s ad revenues are projected to hit $77.49 billion this year, making up 25.6% of total digital ad spend, according to EMarketer’s March 2024 forecast.

This surge is largely driven by Google’s stronghold in search, a key area of growth for the company.

However, this growth could face challenges. A recent US ruling against Google’s search monopoly might allow competitors to grab some of its market share.

This data underscores Google’s critical role in the digital ad landscape. It’s a compelling reason to consider boosting investments in Google while paying attention to Microsoft’s efforts.

Total US media ad spend is forecasted to hit $389.49 billion this year, with 77.7% funneled into digital channels such as mobile, desktop/laptop, and connected TV (CTV), according to EMarketer.

Ad spend has consistently outpaced GDP growth since 2019 when digital surpassed half of the total ad spend.

EMarketer noted that retail leads digital ad spending at $88.13 billion, followed by consumer packaged goods at $48.79 billion and financial services at $33.81 billion.

While traditional search’s dominance wanes, display ad spend is rising, driven by video formats like CTV.