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18 marketing thought leaders at brands and agencies,
The marketing technology space is buzzing with activity, but it’s a transitional time for many brands. eMarketer asked a number of marketing technology experts at some leading brands about the biggest changes and challenges in the space.
What does your marketing stack look like today? How has it evolved?
Vendors have been acquiring new solutions to develop their marketing clouds rather than building them internally. Are these “buy vs. build” tools sufficiently integrated? Are brands ready to invest in full-suite solutions?
Average Number of Ad Networks, Exchanges and Supply-Side Platforms (SSPs) Used by US Publishers, June 2016-June 2018 (among the largest 500 publishers on the Pathmatics platform)
Average Number of Supply-Side Platforms (SSPs) Used by US Publishers, June 2016-June 2018 (among the largest 500 publishers on the Pathmatics platform)
Extent to Which B2B Marketers in North America Understand the Differences Between Artificial Intelligence, Machine Learning and Predictive Modeling, Q1 2018 (% of respondents)
Capabilities that UK and US Advertising Decision-Makers Want from Cross-Channel Audience-Based Technology Solutions, May 2018 (% of respondents)
Important Marketing and Measurement Technologies According to US Marketing Executives, March 2018 (% of respondents)
B2B Marketing Data: Capturing and Managing Data for Actionable Insights
What’s Next for Voice Control?: Digital Assistants, Smart Speakers and the IoT
How SAP Wields Its Data Lake
Marketers’ Roundtable: Your Data-Driven Marketing Is Only as Strong as the Tech Stack That Supports It
As Ad Sector Focuses on Data, Lots of Deals Get Done
Why Marketers Struggle to Define Artificial Intelligence