2023 is the year of performance marketing. Budgets are getting leaner, and pressure is mounting for marketers to deliver. Advertisers need to be intentional about audience, platform, and measurement when serving up ads. Here are five charts every marketer needs for building the perfect ad campaign.

Gen Z will make up 20% of the population in the US this year, putting it solidly in line with millennials, Gen X, and baby boomers, per the US Census Bureau. That said, 42% of Gen Zers will still be minors, and as a result their spending power will remain below that of older generations.

The kids’ ad dollars are all right: While some sectors have seen slower ad growth, that’s not the case when it comes to childrens’ programming.

Discord doubles down on youth with Gas acquisition: The app is huge with teens, and the deal shows the acquirer’s interest in moving beyond its gaming roots.

Lunar New Year is big business in China, but Western marketers haven’t quite figured it out: Brands have a selling opportunity, but it’s a work in progress.

Gen Z will represent 20% of the US population in 2023, and nearly 40 million of these Gen Zers are adults. This is the data you need to understand how to reach them—and tap their growing buying power.

Gen Z is slightly less concerned than any other generation about buying from brands that reflect their social values, according to December 2022 data from Morning Consult.

Meta sets teen ad limits days after a public school district lawsuit: The company is changing its teen advertising policies while staring down litigation and mountains of fines.

This week, Meta announced its Variance Reduction System, which it says will equitably distribute ads via census data and machine learning. The new tech was created in partnership with the US Department of Justice (DOJ), representing the first instance of direct court oversight for Meta’s ad targeting and delivery, according to a DOJ statement.

TikTok deal with IMDb enables discovery feature: Users can link to TV and movie content in their videos.

TikTok’s new teen controls should improve its own brand image: With lawmakers and regulators scrutinizing the platform on other fronts, strong moderation is a must-have.

Gen Z feels better than millennials about its relationship with social media: But while platforms are popular brands among teens, data shows they can have negative mental effects.

Social media isn't dead; it's evolving: Gen Z will play a major role in how platforms transform going forward.

Social commerce stands to benefit from younger consumers: The majority of Gen Z shoppers use social media to discover new products.

Marketing and advertising has room for improvement on diversity: A study shows progress in female and non-white worker representation, but concerns remain.

Gen Zers aren’t watching appointment TV. They’re not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z’s media consumption looks like.

Fortnite doesn’t get a pass anymore: The popular game and metaverse platform will pay half a billion in fines and refunds for violating privacy and child consent laws.

US lawmakers put more pressure on advertising and social media: Senators propose a ban on tracking users under 17 and call for legislation before the current session ends.

Orders made via buy now, pay later (BNPL) increased 85% over Cyber Five, according to Adobe Analytics. “It’s a win-win for retailers” as it increases basket size and boosts conversion rates, our analyst Grace Broadbent said on the “Behind the Numbers: Reimagining Retail” podcast.

“Attention must be earned in an instant.” That’s according to our analyst Paul Verna. “The dominant ad formats [on social media] are below 15 seconds and in some cases as low as 3 seconds.”