Media Buying


In the first of a three-part series on digital video and TV, analyst Paul Verna breaks down the data on ad spending and subscription fees. When will digital video ad spend catch up with TV ad spend? How much subscription income is flowing into services like Netflix and Hulu?

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.

In the UK, 10% of Campaign Spending Is Vulnerable to Ad Fraud

Every few months it seems another story emerges about ad dollars disappearing down a black hole of fraudulent activity. And the spotlight on fraud will shine ever brighter, with good reason. For the UK, we forecast that digital ad spending will reach £13.24 billion ($17.05 billion) in 2018, accounting for 63.8% of total media ad spend.

Lack of Understanding Limits In-App Header Bidding, For Now

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.

First-Price Auctions Are Driving Up Ad Prices

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

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.

Why Programmatic Ad Buyers Are Pumping Dollars to Private Setups

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.

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.

Is Facebook's fate tied to the News Feed? In the new episode of "Behind the Numbers," analyst Debra Aho Williamson discusses the latest usage and revenue data from Facebook and looks ahead to what might be coming in 2019.

How New York's Subways Became a Hotbed of Cutting Edge Ads

Once a collection of homely local ads, the New York subway system now features an array of provocative campaigns, many of them for digital native companies. In the latest episode of "Behind the Numbers," we dig into this unusual outpost of the out-of-home advertising world.

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.

Why Marketers Struggle with Data-Driven Personalization

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.

Mobile Ad Spending to Surpass All Traditional Media Combined by 2020

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.

Five Charts: Why Users Are Fed Up with Digital Ads

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

How Header Bidding Is Moving Into Apps

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

Video Swells to 25% of US Digital Ad Spending

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.