Trending


The Ad Platform: Why interoperability is the future of identity 

Feb 24, 2021

Advertisers' most-used identifier, the third-party cookie, is going away in less than a year. Mark Connon, general manager at identity graph provider Tapad, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the difference between identity and identifiers, why the digital media ecosystem should be prepared to work with several identifiers going forward, and what will happen when Apple's AppTrackingTransparency framework rolls out.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Brightcove's Lauren McHugh, senior product marketing manager. She will discuss how video has proven to be one of the most effective ways to not only increase pipeline, but drive more leads.

eMarketer senior analyst Bill Fisher hosts principal analyst Karin von Abrams, senior forecasting analyst Cindy Liu, and research analyst at Insider Intelligence Man-Chung Cheung to discuss cross-border ecommerce: What are the largest and fastest growing cross-border markets, which marketplaces are people buying from, and what are the main barriers to overcome when buying products from different countries?

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Validity's Tori Garcia, senior email strategist, and Jessica Hunt, email strategist, for this live Tech-Talk Webinar. They will discuss the fundamentals of deliverability to help marketers capitalize on email’s potential.

Faced with a global pandemic, consumers leaned into certainty. Forty percent of shoppers said materials and craftsmanship earned their confidence in a brand.

Within digital media channels, probably the longest-standing gap in measurement information lies with the walled gardens—a group that includes Google, Facebook, a host of other walled social platforms, and Amazon. Some in the industry are also talking more of walled gardens—or attempts to build them—in the connected TV (CTV) or over-the-top (OTT) space.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss Google's Q4 performance and what's driving it forward. They then talk about YouTube's shift to connected TVs, whether Americans are becoming less tolerant of digital ads, and what to make of the UK watchdog's investigation into Google replacing cookies.

Social commerce is at the nexus of media-commerce convergence, a much larger and more powerful trend. One outgrowth of the past decade’s shift from mass to addressable media is that brands can efficiently find and aggregate niche audiences while shortening their path to purchase. It makes sense that there would be efforts to explicitly commercialize media content by making it shoppable.