Oct 6 2022 Ryan Manchee Blog Industry News Scout: The Clash of Political and Holiday Ad Spend, Top Alternative ID Solutions, and More in This Week’s Digest of Top Digital Marketing Content Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 9/30/22 – 10/6/22 to stay ahead of the curve: U.S. ad spend to top $300 billion for the first time by year’s end, Magna predicts [:05] Hold on to your hats, folks: for the first time ever, the US advertising industry is on track to surpass $300 billion in total annual ad spending. A key driver of this growth? The trifecta of this year’s Winter Olympics, FIFA World Cup, and midterm elections. Gen Z and CTV: Is a creative renaissance for TV ads in view? [:05] Gen Zers are a force to be reckoned with—especially as they continue to enter the workforce and exercise their purchasing power—and advertisers are learning that the “glued to their phones” stereotype is…incomplete. As brands seek connection via different channels, many are turning to the channel of the moment: CTV. Digital Media Insights in Political Marketing—2022 Elections Edition [:06] Speaking of CTV: according to Basis Technologies’ 2022 Digital Media Insights in Political Marketing survey, growth in the channel is considered the most prominent development for digital campaigns. Read on to learn more about the trends and factors shaping this year’s political advertising landscape. Massive political advertising clashes with holiday media buying, creating a ‘tsunami’ effect for Q4 [:03] As marketers react to consumers’ new holiday shopping habits, political campaigns are gobbling up pre-election ad inventory—and potentially driving up prices. Find out what roles are being played by the economy, connected TV, and this cycle’s “more vituperative political environment.” (No judgment if you had to look that one up—we did too!) What are the Top 10 Alternative ID Solutions and How Should You Use Them? [:09] Although Google delayed its third-party cookie cut-off, the adtech industry is going through a drastic evolution as it explores new and effective ways to address consumers in an increasingly privacy-compliant world. This piece breaks down 10 of the most prominent alternative ID solutions. — Want a monthly digest of all the best Scout content delivered straight to your inbox? Sign up for the Basis Scout newsletter!