Marketing Technology


For the vast majority of marketers, there’s no longer any question of whether they should have a tech stack. However, these solutions are constantly maturing and evolving to meet marketers’ needs as vendors continue to innovate offerings, and marketing organizations better understand how technology can serve them. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in marketing and advertising technology

eMarketer principal analyst Nicole Perrin walks us through the implications of the British Airways data breach. She also discusses 2019's podcast revenues and helps you decipher when you see a digital political ad.

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.

How are personlization strategies being executed? Is there difference between relevance and personalization? How does AI fit in? We ponder these questions with eMarketer principal analyst Nicole Perrin.

eMarketer principal analyst Nicole Perrin and vice president of multimedia Paul Verna ponder the big questions facing US antitrust regulators as they consider how to deal with the outsized influence of tech giants Amazon, Apple, Google and Facebook.

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.

As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.

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?

eMarketer is pleased to moderate a Tech-Talk Tuesday presentation for our EMEA audience featuring Paul Murrell, Director of Strategic Partnerships at Boxever. Paul will share the steps needed to unleash decisioning and 1:1 personalisation in your organisation.

Finding the right balance when serving personalized content to consumers can be tricky. But marketers that do this successfully understand that fostering better communication with their target audience is key.

eMarketer vice president of content studio Paul Verna discusses YouTube’s changes to video suggestions. He also explores the popularity of hearables vs. smartwatches and asks: “When it the perfect time to send an email?”

eMarketer was pleased to moderates a Tech-Talk Webinar presentation featuring Kara Trivunovic, senior vice president of digital solutions at Epsilon, and Shar VanBoskirk, vice president and principal analyst at Forrester. They discussed how email marketers have moved beyond measuring just opens and clicks and are taking a closer look at email engagement.

The food retailing industry seems to be constantly bracing for the next move by Amazon. Inmar’s senior vice president Jim Hertel offers three key strategies that food and grocery retailers should commit to in order to thrive rather than just survive.

Marketers constantly strive to provide cohesive and tailored experiences to consumers. But recent data from Infogroup shows that many still miss the mark.

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) 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.

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.

Research firms and vendors have varying methodologies and definitions for ad fraud, which creates divergent forecasts. Estimates of recent annual losses to digital ad fraud range from $6.5 billion to $19 billion. Some of the most definitive statistics come from anti-fraud vendor White Ops and advertising trade group the Association of National Advertisers (ANA).

While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.

While the ability to identify customers across marketing channels has improved, most marketers still struggle to deliver data-driven experiences across all touchpoints.