Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

US Digital Display Advertising Will Continue to Climb in 2018

A look at where those dollars will go and what buyers and sellers can expect

US advertisers will spend nearly $48 billion on digital display ads in 2018, eMarketer estimates. As the new year begins, many of the effects felt in 2017 from concerns over ad quality and transparency will continue to shape buyer-seller relationships and the flow of dollars between the two.

Concerns over brand safety, fake news and lack of transparency reached a boiling point in 2017. In 2018, buyers will continue to move dollars to more controlled, direct agreements. This means a move out of the open markets and, in some cases, a move toward more contextual vs. audience-targeted ad buys.

Buyers may punish the open markets for their presumed sins, but they are clearly willing to look past such offenses when it comes to the big boys—Facebook and Google. Brand safety and fake news faux pas won’t stop buyers from pushing even more ad dollars toward these two platforms in 2018.

Beyond the duopoly, the sellers likely to benefit from this migration toward direct deals include premium publishers and social networks. Video buyers will be particularly drawn to these platforms. However, the same will not be true for publishers and app developers that have been adding video ads without careful thought about how the format fits in with their content and the overall user experience.

These insights are drawn from eMarketer's latest report, "US Digital Display Advertising 2018: Seven Big Bets for Buyers and Sellers." The report highlights seven trends likely to affect digital display advertising in the US in 2018. eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here.