Advertising & Marketing


Shrinking media budgets, aggressive growth goals and ever-complex marketing needs are causing a shift in the brand-agency relationship. In their bid for self-preservation, brands are streamlining spending and in-housing capabilities.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante and Tim Ozmina, senior marketing specialists on Marketo's commercial demand generation team. They discussed the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Daniel Macdonald, vice president of investments and partnerships at Xaxis. He gives a comprehensive overview of both human and technical solutions, including the proactive approach Xaxis takes to protect their 3,000+ brand clients.

The term “in-house agency” can mean many different things. It could mean a brand is expanding its internal operations to include in-house creative and media teams. Or it could involve a company that is expanding its partnerships to include consultancies and tech vendors that help set up and staff those in-house agencies. There is no one-size-fits-all approach to how the modern advertising ecosystem operates.

eMarketer is pleased to moderate a Tech Talk Tuesday presentation featuring Toccara Baker, senior product marketing manager for Adobe Advertising Cloud. She will discuss what everyone in the industry is talking about, what will be top of mind in 2020 and what should matter most for you.

Digital's share of time spent is above 50% in China, US, UK, South Korea and Canada, but under 50% in France, Germany, Japan and India. 

Direct-to-consumer (D2C) companies continue to disrupt traditional retail, and taking note of their marketing investment strategies might benefit traditional retailers that see these digitally-native newborns as competition.

eMarketer forecasting director Shelleen Shum discusses our numbers on internet usage in China and the closing gap between urban and rural populations. Watch now.

It’s now been two full years since brand safety surfaced as a major issue. Since the problem has not dissipated, AdColony surveyed consumers to check in on how their perception of social media and brand safety has changed–or how it has not.

eMarketer principal analysts Lauren Fisher and Karin von Abrams, senior analyst Bill Fisher and research analyst Matteo Ceurvels reflect on the first year of the European Union's General Data Protection Regulation (GDPR). How has it affected business and everyday life? And what does the future hold for similar legislation in the US and elsewhere?

In a significant move for the company's larger advertising goals, Amazon is rebranding its barely six-month-old streaming service to further ramp up its ad-supported video strategy.

After a year of rumors, Facebook confirmed its plans to create a financial system based off a new cryptocurrency called Libra. While the company derives a majority of its revenues from advertising, it’s clear that it’s been trying to diversify its income, and this new digital currency—along with its new digital wallet feature Calibra—is the next step in executing this strategy.

Furniture is one of the fastest-growing categories in ecommerce today. More consumers have come around to the idea of purchasing furniture online, and new direct-to-consumer (D2C) companies are entering the space, hoping to win market share by streamlining aspects of the customer experience like cost, shipping and installation.

Connected TV inventory is growing like weeds. We expect that more than half of the US population (57.2%) will watch connected TV in 2019, up from 51.7% in 2017. And the time they spend watching will increase too, which means the amount of connected TV inventory available to advertisers is proliferating.

Direct-to-consumer (D2C) brands thrive on their abilities to build strong customer relationships, optimize data and identify the unmet needs of modern customers. More and more, brands see these digital natives as a threat.

eMarketer forecasting director Shelleen Shum shares our internet time spent numbers for China and . Watch now.

eMarketer is pleased to moderate a Tech-Talk Webinar presentation featuring Steven Lin, senior manager of digital marketing at NRG, and Aditya Ghule, senior product marketing manager at Adobe Experience Manager. They will discuss many of these obstacles, such as lack of content-author friendly tools to speed content creation and updates, as well as inability to easily execute content personalization and optimization.

Measuring influencer attribution is already an issue for marketers, and the recent privacy updates on browsers like Apple’s Safari and Google Chrome aren’t going to make things easier.

It’s been one year since GDPR became enforceable and marketers are still anxious about data regulation. Since the law went into effect, ad trade groups have become more accepting of outside regulation but they still want to shape the laws that affect their industry.