Marketing Technology

Five Charts: The State of Programmatic Bidding

Buyers are culling DSPs while publishers and their vendors change how they price their inventory.

Why DSPs Are Applying AI to Programmatic Bidding

Tim Sims, senior vice president at The Trade Desk, discusses how ad buying is becoming more automated.

Assessing GDPR's Impact on Its One-Month Anniversary

To get some clarity about what’s going on with the GDPR, eMarketer asked some ad tech insiders what they thought of the regulation’s effect so far.

Marketers Are Split on How They Define In-Housing

In an Advertiser Perceptions poll of US marketers, an equal number of respondents defined in-housing in each of three ways.

Why TV Sales Reps Worry About Tech Shake-Ups

TV industry professionals are anxious that new technology could threaten their jobs.

How Investment in AI Is Changing

According to a Forrester Consulting survey of decision-makers responsible for tech procurement, nearly half said they plan to make a major investment in AI within the next year.

Fashion Is Popular for Mass Customization

Thanks to factors like more efficient manufacturing, 3-D printing and ecommerce platforms, mass customization—the production of products that meet individual tastes—has become more mainstream. Especially in the fashion category.

The GDPR Is Leading Some Publishers to Shut Off Open Exchanges

Jessica Barrett, global head of programmatic at the Financial Times, spoke about how FT adapted to new data regulations.

The GDPR Isn't Hurting US Ad Prices

An analysis of CPM data for 126 publishers found that while ad prices dropped in the EU following the GDPR enforcement date of May 25, prices actually moved higher in the US.

Marketing Tech Budgets Continue to Expand

A recent survey of marketing executives in the UK and US found that just 8% of respondents plan to decrease the amount of money they invest in marketing technology next year.

Five Charts Explaining Why Marketers Are Experiencing Data-Driven Growing Pains

As marketing becomes more automated, its practitioners struggle to corral the data they now rely on.

Half of Marketers Believe Programmatic Is Effective

In a survey of 3,000 US marketing executives by Nielsen, 54% of respondents said programmatic is extremely or very effective.

How Technology Is Changing Ad Agency Structures

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.

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.

Political Advertisers Will Lean on Programmatic During Midterms

In a survey of 50 US political marketers by Centro, 77% said programmatic is key to their campaigns this year.

Five Charts Explaining the Ad Tech Tax

The complicated nature of the ad supply chain makes it difficult for advertisers to determine how much money they send to vendors. While this makes it tough for researchers to quantify the “tech tax,” several companies have recently examined how much media spend winds up in the hands of ad tech firms.

Tracking Bad Actors Is the Biggest Ad Quality Challenge

One of the biggest issues advertisers have with the ad supply chain is that it's too complex. Its convoluted nature allows unscrupulous middlemen to hide their shady tricks, and makes it harder to police ad fraud.

Most Users Are Very Uncomfortable with Brands Selling Their Data

Sailthru’s recent survey of US internet users adds more evidence to a growing body of research that shows people are not pleased with the current state of data-trading that empowers digital advertising.

How Publishers Can Move Completely to Server-Side Bidding

Purch CRO Mike Kisseberth spoke about how publishers can make money by selling ad tech to other media companies.

Advertisers Cut Their DSPs 40% Over Two Years

Since 2016, ad buyers have reduced the number of demand-side platforms (DSPs) they use per month from seven to four, according to Pathmatics.