Media Buying


While Snapchat and Instagram may appear similar to users, marketers take very different approaches when they use these platforms.

Smaller ad players in China are nipping at the heels of Baidu, Alibaba and Tencent (BAT) as programmatic ad spending grows faster than expected. According to eMarketer’s latest programmatic ad forecast for China, category spending will increase more than 33% to ¥208.55 billion ($30.86 billion) in 2019.

How does the average person in China use digital? In the latest episode of "Behind the Numbers," eMarketer's Man-Chung Cheung and Shelleen Shum dig into data about internet use, mobile, time spent with media and more.

The data generated by programmatic bidding can be used to target audiences, map out users’ customer journeys and optimize campaigns.

In the latest episode of eMarketer's "Behind the Numbers," analysts Gerard Broussard and Paul Verna discuss the reasons ad spending on advanced TV is growing—and why it still hasn't fully taken off yet.

With digital marketing constantly evolving, marketers are frequently on the lookout for new tactics and technologies that could improve margins and increase revenue. But for those looking to change up how they evaluate their media spend, there are network effects and sunk costs that interfere.

A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.

Fraudsters are trying to make a buck off the ad dollars that flow to mobile. Some research suggests that more than one-quarter of app installs are fraudulent.

Spotify will see double-digit growth in 2018, according to eMarketer estimates. We expect 58.4 million people in the US to use Spotify, which represents 20.8% of internet users. This and other digital trends are included in this year's Global Media Intelligence report. Today, we take a look at the streaming audio market.

In the latest episode of “Behind the Numbers,” eMarketer’s Ross Benes talks with Jon Romano, vice president of agency development at SpotX, about how ad buyers accidentally overlook connected TV inventory.

Despite all of the controversy surrounding Facebook, marketers are not leaving the platform. In fact, the number of US marketers using Facebook continues to increase.

According to a new study of US publishing executives, programmatic is leading people to worry more about downward pressures on CPMs than tech taxes or latency.

With more content available than ever before, the number of Germans watching digital video is surpassing expectations. YouTube, along with Amazon and Netflix, are driving growth by offering more original content for the German market.

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

The podcast ad market is taking off as people increasingly tune in. But large brand advertisers still want better measurement and analytics before they really buy in.

In the latest episode of "Behind the Numbers," eMarketer's Karin von Abrams and GlobalWebIndex's chief research officer, Jason Mander, highlight key data from the new Global Media Intelligence report.

Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.

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.

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

According to a September 2018 survey from Third Door Media, 34.2% of US ecommerce-focused marketers currently spend 10% to 25% of their digital ad budget on Amazon. Future intentions are strong: 80% plan to increase their Amazon ad budgets next year.