Media Buying


Asia-Pacific is home to some of the world's fastest-growing and most dynamic economies, but the current US-China trade war and other geopolitical factors are threatening the regions' economic vitality and are impacting digital ad spend.

The Ad Platform: Understanding Google's Ad Tech Juggernaut

eMarketer principal analyst Lauren Fisher joins fellow principal analyst Nicole Perrin to talk about recent coverage from The Wall Street Journal about how Google came to have the biggest digital ad business. Then they discuss ad tech consolidation and a handful of recent video-focused deals, including Roku’s acquisition of DSP dataxu and Xandr’s purchase of SSP Clypd.

US advertisers will pump more than $57 billion into programmatic display advertising this year, and more than half of that investment will go to digital display ads on social networks.

How Are Political Ads Defined, and Do They Even Work?

eMarketer forecasting analyst Eric Haggstrom and principal analyst Nicole Perrin discuss why defining political ads is difficult but important. They also consider whether political ads really work. They then talk about connected TV growth, issues with Facebook's Ads Manager and Google search manipulation concerns.

Google Maintains Wide Lead in Net US Search Ad Revenues

Google’s position as the search advertising leader in the US is on solid footing, according to our latest US digital ad spending estimates. This year, Google will net more than 73% of US search ad spending, down less than 1 percentage point since 2018.

eMarketer junior forecasting analyst Nazmul Islam discusses the events that contribute to our US TV ad spending estimates for this year and next.

US TV ad spending will drop almost 3% this year, and a 1.0% bump in 2020 from the presidential election and Summer Olympics will not stave off a long-term decline for ad spending on the biggest traditional channel. According to eMarketer’s latest US ad forecast, TV ad spending peaked in 2018 at $72.40 billion.

eMarketer senior forecasting analyst Oscar Orozco explains our latest projections for Pinterest’s ad business post-IPO.

eMarketer forecasting director Shelleen Shum explores our US programmatic ad spending estimates for video on connected TV and the platforms contributing to its growth.

The Weekly Listen: Uber Car Ads, Edgier YouTube Ads and the Long Reach of Netflix

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about Uber testing ad displays for its cars, YouTube attempting to invite more edgier advertising, Netflix making deals to extend its reach, Plex launching a free, ad-supported streaming service, Americans tell us their favorite Thanksgiving pie flavor, and more.

Who Controls Connected TV Ad Budgets?

Connected TV (CTV) ad buyers must consider how CTV purchases factor into their broader digital and TV campaigns. Figuring out how to best plan, buy and measure CTV ads is becoming more consequential as more money flows into this area.

Where Teens Spend the Most Time Online

eMarketer principal analyst Mark Dolliver and junior analyst Lucy Koch discuss how teens are using the Internet. Where are they spending their time? And how is that time spent online affecting their well-being? Mark and Lucy then talk about what younger sports fans are craving and the demographic that feels ignored by beauty brands.

Growth in total ad spending in the UK continues to slow, weighed down by the uncertainty of Brexit dragging into the 2019 holiday season and unfavorable comparisons to 2018 total ad spend, which got a bump because of the World Cup.

TV Ad Spending Will Never Be the Same

eMarketer forecasting analyst Eric Haggstrom, vice president of content studio Paul Verna and vice president of forecasting Monica Peart talk about the peaking of US TV ad spending. Why has it stopped growing, how does cord-cutting contribute, and what makes video streaming services attractive? They then discuss the performance of Disney+ in its first week and Facebook's new peer-to-peer service Facebook Pay.

eMarketer senior forecasting analyst Oscar Orozco breaks down our latest ad spend projections for Snapchat and how the platform rebounded from a weak 2018.

eMarketer principal analyst Debra Aho Williamson joins host and fellow principal analyst Nicole Perrin to discuss the advertisers that are driving the shift from traditional media ad spending to digital. Does the traditional narrative hold up that a long tail of small advertisers rocketed Facebook to Google to prominence, or are digital pure plays responsible for the shift?

eMarketer junior forecasting analyst Nazmul Islam discusses the impact of stories on our ad revenue estimates for Snapchat and Instagram.

In this Meet the Analyst Webinar, eMarketer principal analyst Nicole Perrin discussed how much these programmatic fees cost, explores (the lack of) programmatic transparency and dives into how advertisers are approaching the infrastructure underlying more than 80% of their display spending.

eMarketer senior forecasting analyst Oscar Orozco discusses our US ad revenue numbers for Google and the new formats driving growth.