Big advertisers are threatening to yank TV dollars

Hi and welcome to Insider Advertising for May 10. I'm senior advertising reporter Lauren Johnson, and here's what's going on:

• Advertisers threaten to yank TV spend.
• Apple's opt-out rates crush advertisers.
• Instagram cozies up to creators.

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Tips, comments, suggestions? Drop me a line at LJohnson@insider.com or on Twitter at @LaurenJohnson.

Big TV advertisers are warning they'll shift spending elsewhere if prices get too high, and streaming video and audio could be the big winners

• Television ad buyers and sellers are readying themselves for a transformational TV upfront, Claire Atkinson reported.
• Ratings are down, but TV ad prices are expected to increase by double digits.
• Advertisers plan to shift dollars to streaming video and audio if prices get too high.

Read the story.

Apple's new major iOS change lets you decide if you want brands to track you across apps. Most people are opting out, and it's already crushing advertisers.

• Apple's App Tracking Transparency privacy changes rolled out on April 26.
• Mobile-ad experts said opt-in rates have been low and ad prices have dipped, Lara O'Reilly and Tanya Dua report.
• Execs are bracing for further impact, as only about 8% of users have updated their iPhones.

Read the story.

Instagram execs say they've shifted their priorities toward emerging creators and that Reels is the 'biggest opportunity' for influencers to grow on the app right now

• Platforms like YouTube and TikTok have helped creators skyrocket to fame and build colossal careers.
• Instagram wants to do the same. The platform plans to prioritize smaller, emerging creators, Sydney Bradley reported.
• Instagram's Reels feature helps emerging creators reach a much wider audience than a standard feed post or Story.

Read the story.

More stories we're reading:

• Elon Musk had an unexpectedly tame SNL performance, and NBC gave the billionaire CEO free PR despite his anti-union stance and ultra-wealth (Insider)
• Netflix cuts ties with Hollywood Foreign Press Association as co-CEO Ted Sarandos blasts group over diversity and inclusion (Insider)
• Roku called Google an 'unchecked monopolist' after the company added YouTube TV into its main YouTube app on the streaming platform's channel store (Insider)
• Coca-Cola is at the center of a debate over corporate social justice, with an anti-affirmative-action activist threatening to sue over its supplier diversity program (Insider)
• Experts shared these 5 tips to help creators choose the best influencer agencies and talent managers to boost their careers (Insider)
• Streaming TV commercials are bewildering, repetitive, and growing like crazy (Bloomberg)

Thanks for reading and see you tomorrow! You can reach me in the meantime at LJohnson@insider.com and subscribe to this daily email here.