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

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NBC

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

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tim cook peace sign
Apple CEO Tim Cook.
Roy Rochlin/WireImage/Getty Images

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.

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Instagram reels
CHRIS DELMAS/AFP via Getty Images

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

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