Media Buying

TikTok will grow its net ad revenues in the US by an astounding 184.4% this year to hit $5.96 billion. The app’s ad revenues will settle into a double-digit growth trajectory starting next year and top $11 billion in 2024.

Ad industry sees gaming as a growth opportunity amidst industry turmoil: Inaugural PlayFronts event focuses on how brands can gain new customers and revenue.

In 2022, 40.7% of China’s digital ad spending will go toward the ecommerce channel, for ads offered by retailers like Alibaba and JD.com. This eclipses the share in the US, where 14.5% of digital ad spending will flow to ecommerce channel ads sold by the likes of Amazon, Walmart, and eBay.

Meta’s campaign against TikTok will do little to hide its own issues: Negative stories about rivals won’t fix its longstanding advertising and content issues.

As the ad industry grapples with privacy changes, much is at stake: US programmatic display advertising will top $123 billion this year and approach $142 billion in 2023.

Netflix has 1.6 billion reasons to crack down on password sharing: While the exact number of sharers are hard to pin down, there’s a huge gray market the streaming giant could go after.

Identity resolution is in a state of flux in the US advertising industry, with third-party cookies and mobile IDs being ushered out in the name of consumer privacy.

TV audiences are fragmented, and the Oscars won’t change that: Though the 2022 ad inventory is sold out, a modest bounceback from last year’s disappointing show is probably the best ABC can hope for.

YouTube’s free TV shows will boost its watch time and appease nervous advertisers: Ad-supported TV is an obvious move, but the platform lacks access to today’s biggest hits.

Time spent with TikTok peaked at 40.0 minutes per day for the average US adult user in 2021, below that of YouTube, at 45.0 minutes daily. TikTok will lose some of its pandemic gains this year and the next, with its time spent falling to 37.1 minutes in 2023.

Social network user numbers are still rising in the US, UK, and Canada—albeit slowly. This is to be expected as the social media market matures. But the user makeup of the main platforms is changing, and there’s more competition.

Curated by eMarketer, this special collection of interviews will help you understand how consumer packaged goods (CPG) marketers’ digital ad spend and commerce strategies have evolved due to market challenges, including waning loyalty, rising prices, and stocking issues.

The closure of an ad-free YouTube app is a reminder of ad blockers’ prominence: Digital advertising efforts are at odds with the experience most internet users want.

Ad-supported video is the new streaming gold rush: Disney, HBO, Discovery, and even Netflix have toyed with or launched ad-based viewing channels

New data collection strategies emerge from Apple’s privacy update: Advertisers and publishers are turning to ecommerce, direct mail, and other means to enhance their first-party information, our recent report finds.

TV squeaks past online and mobile video to become the top video ad channel among US agency and marketing professionals. In October, 47% ranked TV—including connected TV (CTV) and OTT—as the No. 1 video type for achieving their advertising goals. That’s more than the 46% who put online and mobile video in first place.

On today's episode, we discuss whether Disney+ is back on track, how to read HBO Max's numbers, and whether Paramount+ can keep up. For "In Other News," we talk about why folks are cutting the cord today and why there's been a boost in ad-supported video-on-demand (AVOD) ad spending. Tune in to the discussion with our analyst Ross Benes.

Digital habits were supercharged through the pandemic. For those who had been around digital for much of their lives, however, the suddenly crowded digital ecosystem became a smorgasbord for them to snack on. And younger, more digital generations appear to be quite picky.