Advertising & Marketing


While adoption of multichannel attribution models is increasing, the growth rate has slowed. eMarketer lowered its 2018 multichannel attribution adoption estimates from 62.0% to 54.0%.

Gating content and offers can provide marketers with valuable data for lead generation. However, asking for too much information can turn users off from a brand.

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

With digital marketing constantly evolving, marketers are frequently on the lookout for new tactics and technologies that could improve margins and increase revenue. But for those looking to change up how they evaluate their media spend, there are network effects and sunk costs that interfere.

Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.

In the latest episode of “Behind the Numbers,” eMarketer’s Ross Benes talks with Jon Romano, vice president of agency development at SpotX, about how ad buyers accidentally overlook connected TV inventory.

Creative professionals would rather work on projects centered around emerging technologies than spending more time coding, according to a recent study.

Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

Every few months it seems another story emerges about ad dollars disappearing down a black hole of fraudulent activity. And the spotlight on fraud will shine ever brighter, with good reason. For the UK, we forecast that digital ad spending will reach £13.24 billion ($17.05 billion) in 2018, accounting for 63.8% of total media ad spend.

This year, mobile will surpass TV ad spending by more than $6 billion, according to our latest ad spending forecast. By 2020, the channel will represent 43% of total media ad spending in the US—a greater percentage than all traditional media combined.

Mobile video advertisers are on the hunt for ways to make their ads more engaging, and not just another commercial consumers have to tolerate. Rewarded video ads—also known as value exchange ads—seem like the answer, but are the benefits worth the cost?

In the latest episode of "Behind the Numbers," analyst Nicole Perrin joins us in the studio to discuss consumer attitudes about advertising and why so many people are resistant to ads. Who are the ad blockers, what are they actively blocking, and what could help turn them around?

Rewarded video ads once were geared to in-game placement, but that’s changing. In the latest episode of “Behind the Numbers,” analysts Lauren Fisher and Nicole Perrin discuss rewarded video with Maggie Mesa, head of mobile at OpenX.

A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.

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.

As America heads to the polls, brands find themselves in a tight spot, with more and more consumers tying their purchases to brands’ political stances. In an election day special edition of “Behind the Numbers,” we look at the data and what it means for marketers.

Consolidation in the ad industry and straightforward labels could make data-driven advertising easier to comprehend and navigate.

eMarketer's chief innovation officer Geoff Ramsey recently spoke with Bill Duggan, group executive vice president of the ANA to discuss Amazon, trust and digital creative.

Harry Harcus, managing director for the UK and pan-regional at Xaxis, explains how to move beyond the basics of viewability.

Invasive and retargeted ads are turning some people to ad blocking. Surveys indicate that users are increasingly finding digital ads to be too intrusive.