Marketing Technology


Five Charts: How Marketers Use AI

Audience segmenting, ad targeting and data analysis are just some of the tasks that marketers are applying artificial intelligence to.

Why Marketers See Gaps in Their Attribution

Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.

Making Sense of Large Data Sets Is AI's Strength

With investment in artificial intelligence poised to grow, people are finding creative ways to deploy the emerging technology. While AI is known for the way it automates various tasks from ad buying to song writing, it’s greatest strength may be in how it helps business professionals quickly make sense of large amounts of information.

Advertisers Have Mixed Confidence in Blockchain

Blockchain’s distributed ledger could potentially revolutionize digital advertising. But advertisers are cautious about whether the emerging technology will improve things.

Martech Is Growing, but It’s Inhibited by Confusion

Tech vendors aren’t doing themselves any favors by making their products difficult to understand.

What Marketers Need To Know About Ads.cert

The IAB Tech Lab will likely release its spec for ads.cert later this year. This tool—a complement to the previous IAB Tech Lab initiative ads.txt—will give marketers a deeper check against unauthorized ad selling. Confused already? Here’s a primer of what you need to know.

Why Mozilla Is Purging Ad Trackers

Jascha Kaykas-Wolff, CMO of Mozilla, spoke about the need for a faster and cleaner browsing experience.

Late Payments in the Ad Tech Space Are Increasingly Common

Financial intermediary Oarex Capital Markets analyzed more than 10,000 invoices from its clients—publishers, ad tech vendors and agencies—and found that over the past year, 55% of payments came late.

Five Charts: Yes, the GDPR Is Shaking Up Digital Marketing

Since it became enforceable on May 25, the EU’s General Data Protection Regulation (GDPR) has become a legal headache for marketers, led some publishers to turn off open exchanges and even caused several vendors to pivot their business models.

How RTB 3.0 Will Change Ad Tech

Jim Butler, co-chair of the IAB Tech Lab OpenRTB Working Group, spoke about how a new spec will bring more clarity to programmatic bidding.

In the latest episode of "Behind the Numbers," ad tech expert Lauren Fisher and digital advertising specialist Nicole Perrin talk with Neustar’s vice president of marketing solutions, Michael Schoen, about the deterministic data misconception.

CMOs Are Becoming More Tech Focused

According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.

How Lowe’s Approaches Audience Verification

Ryan Fagan, director of sales and operations planning at Lowe’s, spoke about how the home-improvement brand overhauled the way it verifies which customers are eligible for discounts.

Cloud Computing Is Primed to Overhaul Business Analytics

Emerging technologies may ease struggles that businesses have with analytics.

How 5G Can Shake Up OOH Advertising

Andy Sriubas, chief commercial officer at Outfront Media, discussed how 5G technology will make digital out-of-home advertising more dynamic.

Are Second Screens Distracting TV Viewers?

Marketers say that users’ fragmented media consumption is disrupting their TV advertising approach.

Customer experience has become one of the biggest areas of business focus across industries. One way that adds value to a consumer’s shopping journey is authentic, tailored content. eMarketer has curated this Roundup of articles, insights and interviews to zero in on the trends affecting content marketing today—from creation and personalization to brand safety and more.

Why Many B2B Marketers Struggle With CRM Integrations

In a survey of 250 US B2B sales and marketing professionals, about four in 10 respondents said they are novices or beginners when it comes to integrating data into their CRM systems.

Advertisers Get Annoyed By Ads Too

Ad professionals block ads at similar rates to the rest of the population.