Let’s see what this week’s numbers say about online advertising, shall we?

• Latest report by eMarketer forecasts that this year, the number of buyers on TikTok is projected to almost double to 23.7 million, easily surpassing Pinterest’s 15.9 million and working its way closer to Instagram’s 41 million. TikTok is increasingly being used to buy and search for products, so keep that in mind.
• A reent survey by Ipsos finds that Americans are not really sold on the Metaverse. Americn adults choose think such things “as it not being interesting to them (39% share), a risk to their privacy (22%), or just a lot of hype (20%)”. This latest study from Ipsos indicates that there’s not much interest in various activities in the metaverse, at least for now.
• According to The CMO Survey’s recent edition, CMOs in the US are expected to boost their spending on marketing research and intelligence by 10.5% in the coming year. You can find a list of the most innovative suppliers in the *pdf, headlined by Dynata, Kantar, Ipsos, QualSights, Shapiro+Raj, Qualtrics.