Media Buying


Header bidding is making it easier for ad buyers to access premium app inventory, but before mass implementation can occur, server-to-server issues must be sorted out.

In a recent survey of 190 marketing influencers worldwide conducted by Ascend2, 63% of respondents said that data-driven personalization is a difficult tactic to execute.

Invasive and retargeted ads are turning some people to ad blocking. Surveys indicate that users are increasingly finding digital ads to be too intrusive.

Casie Jordan, director of professional services at MoPub, spoke about how app publishers are adjusting the ways they sell inventory programmatically.

Matt Prohaska, CEO and principal of Prohaska Consulting, discusses why ad buyers continue to shift away from open markets despite much-awaited improvements to transparency.

Germany, Europe’s largest economy, is the second-largest market for ad spending in the region, behind the UK. In 2018, eMarketer forecasts that advertisers in Germany will spend $21.13 billion on advertising, with 31.9% spent in digital channels.

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

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

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.

In its latest advertising forecast, eMarketer sharply lowered its projections for Snap’s US ad revenue for 2018 and beyond, as an increasingly automated buying system brings down prices.

Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.

This year, mobile will surpass TV ad spending by more than $6 billion, according to our latest ad spending forecast. By 2020, the channel will represent 43% of total media ad spending in the US—a greater percentage than all traditional media combined.

In the latest episode of "Behind the Numbers," eMarketer's Oscar Orozco and Corey McNair discuss how consumers engage with content while multitasking.

More than four of every five digital display ad dollars in the US today goes through programmatic.

This year will mark a milestone for digital video advertising in the US, according to eMarketer’s latest ad spending forecast. In 2018, video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending.

In the latest episode of "Behind the Numbers," eMarketer's Bill Fisher and Showmik Podder discuss the current state of advertising spending in the UK.

eMarketer expects the social network to generate more than $500 million in US ad revenues this year, a 43.8% change from last year.

US social network video ad revenues will grow sharply over the next several years, reaching $11.69 billion by 2020, according to eMarketer's new estimates. And one company in particular will win the lion's share: Facebook.

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

Political ad spend estimates have been revised higher amid an increasingly contentious election season. TV broadcasters will win many of these added dollars, moderating a longer-term downward revenue trend.