Advertising & Marketing


As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.

In this webinar, eMarketer moderates a Tech Talk Tuesday presentation featuring Cvent’s Myllisa Patterson, senior director of marketing, and Stefani Hass, senior manager of demand gen. They show you how to identify and act on digital breadcrumbs left by your event attendees so you can build robust prospect profiles and transform leads from net new to sales ready.

Tech vendors aren’t doing themselves any favors by making their products difficult to understand.

Adam Soroca, head of the global buyer team at Rubicon Project, spoke about how advertisers use bid shading to mitigate the difference in prices between different types of programmatic auctions.

Advertisers agree that ensuring brand safety is a perennial problem, but there isn’t a consensus on who is most responsible for it.

In an IBM and CMO Council survey of senior marketing, supply chain and ecommerce execs worldwide, 48% of respondents said their investments in data are paying partial returns, but they doubt their vendors will deliver on all of their pledges.

Don Vega, principal media trader at Goodway Group, spoke about how artificial intelligence and other emerging products are leading ad buying firms to reorganize themselves.

Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it’s early days for those actively pursuing it.

Dustin Engel, head of analytics and data activation at PMG, discusses whether agencies can fill key technology gaps for brands.

An ANA survey indicates that cost savings are why most brands turn to in-housing. While other in-housing benefits are nice, the research shows that they are often ancillary.

According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.

Marketers are at different stages of digital transformation—some have the basics down, while others are starting from the ground up. At Dmexco last week, we asked several industry experts about their own efforts. Here's what they said.

Liz Cole, vice president and group director of social strategy at Digitas, discusses how marketers can tap into the interactive and personal nature of Facebook Messenger.

Ted Dhanik, CEO and co-founder of ad tech firm engage:BDR, spoke about how publishers can use cryptocurrencies to get paid faster.

Data breaches are proliferating at a time when marketers are becoming increasingly reliant on user data.

A recent survey of US digital media buyers by Centro and Forrester Consulting shows the separation between automated and direct sales departments is dissolving.

eMarketer analysts Jillian Ryan and Lauren Fisher explore the key types of data B2B marketers are identifying, how those firms source and collect their data, best practices for keeping data up to date and more.

According to a recent survey of digital transformation professionals worldwide by Altimeter, nearly half said digital transformation initiatives at their company focused on integrating social, mobile, web and ecommerce efforts into a seamless customer experience.

Marketers are at different stages of digital transformation—some have started the process, while others are not really sure what it entails. But according to those that regard themselves as digital transformation leaders, many agree that digital innovation comes with many advantages.