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.

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.

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.

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.

For 85% of US ad agency executives, effectiveness and direct impact on business objectives influence consideration of new business tools.

Marketers’ push for a more omnichannel, audience-centric view inevitably requires them to rely on a host of technologies and data sources to best understand their customers. Integrating all that data and managing it, however, poses significant challenges. Topics in this webinar include: Why there’s an industry-wide shift toward an audience-centric view, and how marketers are responding; What main data types marketers are identifying and integrating, and the technology used to do so; What obstacles remain for proper data management, including collecting and organizing data, integrating technologies and managing an organizational rollout.

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.

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.

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

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.

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

A study of marketers worldwide found that some are starting to adopt digital transformation programs to keep up with ever-changing technologies and evolving consumer expectations. And a small percentage already have a process in place.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Lauren Fisher outlines the issues involved in data management, and the ways that marketers can think about, organize, integrate and analyze data to shift their focus from channels to audiences.

Most executives agree that a digital transformation is necessary to remain competitive, keep pace with disruptive technologies and evolve with shifting consumer expectations. Still, many are unsure of how to start the process, or even what it entails.