Marketing Technology


How GroupM Utilizes Supply Path Optimization

Max Jaffe, programmatic practice lead at ad-buying firm GroupM, spoke about how programmatic advertisers are creating more direct routes to the publishers they buy inventory from.

Enterprise Software Acquisition Surges

The glut of big tech deals and consolidation is, in some ways, reflective of what’s going on in the broader economy. According to Dealogic, global M&A deals are on pace to reach $4.8 trillion this year, which would set a record.

Protecting Customer Data Is a Top Challenge for CMOs

Data breaches and the threat of regulation have chief marketers on edge about data security.

How Poor Data Quality Mucks Up Attribution

Roughly 30% of the time, there are missing blanks in the information that marketers receive to inform their attribution efforts, according to Kochava.

How Disparate Systems Complicate Martech Strategies

The ballooning marketing tech landscape puts marketers in a tough position to develop a cohesive technology strategy.

How Political Advertisers on Deadline Utilize Programmatic

The speed and efficiency of automated ad buying makes it attractive for political advertisers working under tight schedules.

Ad Trade Groups Are Changing How Data Gets Labeled

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

How Data Exhaust Can Overload Digital Marketers

Marketers are drowning in information. And sometimes it makes more sense for them to scrap the excess data than to sift through and make sense of it.

Business Execs Believe More Countries Will Adopt GDPR-Like Laws

Earlier this week, Apple CEO Tim Cook praised the EU’s General Data Protection Regulation and advocated for stricter privacy laws in the US. Whenever the head of the world’s first $1 trillion company applauds regulation, people take notice. But Cook isn’t the only one in the business world who believes more data laws are coming our way.

What Is the Future of Third-Party Data?

With web browsers cracking down on ad trackers, data privacy laws going into effect and data breaches remaining ever present, it is presumably not a great time for marketers to be dependent on data that they acquire from other companies.

Martech Is Eating Up CMOs' Budgets

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 moderated a Tech Talk Tuesday presentation featuring Oracle Bronto's Greg Zakowicz, senior commerce marketing analyst, who discusses the importance of post-purchase messaging, including types of promotional sends that continue engagement and metrics that impact win-back strategy.

How AI Can Empower Ad Personalization

Among the capabilities that marketers are not yet deploying, those related to personalization were considered to be one of the most helpful tactics in improving advertising results, according to a study by RevJet and Forrester Consulting.

Join eMarketer senior analyst, Nicole Perrin for an Analyst Webinar as she unveils seven predictions of maturing stacks and customer data to new programmatic infrastructures and the evolving role of AI. Learn from our sponsor, Criteo and interact with your digital marketing peers.

In the latest episode of "Behind the Numbers," analysts Nicole Perrin and Lauren Fisher discuss dynamic creative optimization. How many marketers are using DCO, and how sophisticated are their efforts?

In this webinar, Nicole Perrin, eMarketer senior analyst, examines how brands are using dynamic creative to message more effectively to consumers and tell their stories across digital channels in a holistic and meaningful way.

What Brands Need to Understand Before They Execute Dynamic Creative Optimization

Today marketers have a treasure trove of customer data that they can use to target their messaging. But the next step in ad personalization is dynamic creative optimization, which allows for more effective customization of the consumer ad experience. Greg Sobiech, founder and managing partner at digital consultancy Delve, spoke with eMarketer's Nicole Perrin about what's involved in dynamic creative optimization and the hurdles to execution.

Is Advanced TV Poised for a Breakthrough?

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

For Most Brands, Biggest Benefit to Using In-House Is Cost

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.

How US Companies Are Becoming GDPR Compliant

US companies can still be affected by the GDPR if they have EU customers or audiences. News publishers like the Los Angeles Times and Newsday have blocked traffic from the EU rather than risk being fined.