Publication Date: 7/10/2018
Topics: B2B Marketing; Marketing Technology; Big Data
Geographies: United States; Worldwide
Context: This report includes a breakdown of all the different types of data B2B brands can capture on their audience. It will also cover best practices on how to source this data and the best ways to manage and integrate it for actionable insights.
Publication Date: 7/24/2018
Topics: Smart Speakers & Voice Assistants; Artificial Intelligence (AI); Internet of Things (IoT); Marketing Technology
Geographies: United States; Worldwide
Context: As consumers turn to voice assistants for a growing list of everyday activities, marketers are exploring ways to add value to these interactions and boost brand engagement.
Publication Date: 6/14/2018
Topics: Customer Experience; Personalization; Marketing Technology
Geographies: Worldwide; United States
Industries: Marketing Management Trends
Context: Only 5% of senior marketers in North America surveyed bby CMO Council and RedPoint Global in March 2018 said they could deliver data-driven experiences in real time across channels.
Publication Date: 7/23/2018
Topics: Targeting; Multichannel Marketing; Programmatic Advertising; Marketing Technology
Geographies: United States; Worldwide
Context: When it comes to ad targeting, many marketers look to cross-device strategies to better identify households or individuals—and an increasing number look to do both.
Publication Date: 8/9/2018
Topics: Big Data; Customer Experience; Multichannel Marketing; Marketing Technology; Retail Ecommerce Sales; Loyalty Programs; Omnichannel Retailing; Search Marketing; Social Media Marketing
Geographies: United States; Worldwide
Industries: Marketing Management Trends
Context: Many companies now use big data to optimize marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power product and merchandising efforts.
Publication Date: 6/27/2018
Topics: Smart Speakers & Voice Assistants; Artificial Intelligence (AI); Internet of Things (IoT); Marketing Technology
Geographies: United States; Worldwide
Context: Rapid adoption of digital assistants, smart speakers and other voice-controlled devices is changing the face of human-machine interaction. This report examines the state of the market for these technologies and what’s likely to happen next.
Publication Date: 6/21/2018
Topics: B2B Marketing; Marketing Technology
Geographies: Worldwide; United States
Industries: Marketing Management Trends
Context: eMarketer analysts Jillian Ryan and Lauren Fisher explore the key types of data B2B marketers are identifying, how those firms source and collect their data, best practices for keeping data up to date and more.
Publication Date: 8/6/2018
Topics: Marketing Technology
Geographies: Worldwide; United Kingdom; United States
Context: A recent survey signals that GDPR is still a worry for marketers. Many feel that it’s not enough to merely have their own data in check. It’s also necessary to get their tech partners aligned with the law. But this is not an easy task to pull off because, unlike marketers, vendors often do not have direct relationships with consumers.
Publication Date: 8/9/2018
Name: Mike Sands
Title: Co-Founder and CEO
Company: Signal
Topics: Search Marketing; Customer Experience; Retail Ecommerce Sales; Marketing Technology; Multichannel Marketing; Personalization; Big Data
Geographies: United States; Worldwide
Industries: Marketing Management Trends
Context: And if you can't beat 'em, join 'em
Publication Date: 8/9/2018
Name: Jim Hertzfeld
Title: Chief Strategist
Company: Perficient Digital
Topics: Big Data; Artificial Intelligence (AI); Social Media Marketing; Marketing Technology
Geographies: United States; Worldwide
Industries: Marketing Management Trends; Retail
Context: The key to it all? Take it slow
Publication Date: 6/22/2018
Topics: Marketing Technology
Geographies: United States
Context: In an Advertiser Perceptions poll of US marketers, an equal number of respondents defined in-housing in each of three ways.
Publication Date: 5/30/2018
Topics: Marketing Technology
Geographies: United States
Context: While advertisers would like more control over their data management and ad buying contracts, they seem pretty content with leaving ad ops and building technology to their vendors, according to a new study.
Publication Date: 7/20/2018
Topics: Marketing Technology
Geographies: United States
Context: Few marketers frequently replace their tech vendors, according to a study bby Walker Sands.
Publication Date: 7/3/2018
Topics: Marketing Technology; Big Data
Geographies: United States; United Kingdom
Context: Four in 10 advertisers surveyed bby Advertiser Perceptions said that the biggest obstacles preventing further investment in data science were its lack of accurate measures on business impact and its costs.
Publication Date: 7/31/2018
Topics: Marketing Technology; Big Data
Geographies: United States
Context: While two-thirds of US marketers surveyed bby Lotame were somewhat confident in the demographic data they buy from vendors, only one-fifth said they were very confident.
Publication Date: 6/20/2018
Topics: Marketing Technology
Geographies: United States
Context: In a survey of 50 US political marketers bby Centro, 77% said programmatic is key to their campaigns this year.
Publication Date: 8/7/2018
Topics: Marketing Technology; Digital Media Buying; Digital Privacy & Security
Geographies: United States
Context: Data privacy concerns are driving ad buyers to work closer with their publisher partners.
Publication Date: 5/29/2018
Topics: Marketing Technology
Geographies: United States
Context: The data points marketers present in their pitches often don’t really matter to CFOs' ultimate goals, according to a Viant study.
Publication Date: 6/14/2018
Topics: Marketing Technology
Geographies: United States
Context: One of the biggest issues advertisers have with the ad supply chain is that it's too complex. Its convoluted nature allows unscrupulous middlemen to hide their shady tricks, and makes it harder to police ad fraud.
Publication Date: 7/3/2018
Topics: Marketing Technology; Mobile Advertising; Big Data; Marketing Measurement Surveys
Geographies: United States
Context: Tune and Forrester Consulting polled 300 US mobile marketers in January and found that one-third of them said managing data quality is a real challenge.
Publication Date: 5/21/2018
Topics: Marketing Technology
Geographies: United States
Context: The GDPR enforcement deadline is looming, but marketers aren't feeling self-assured about their ability to comply with the new law, according to a survey bby Openprise.
Publication Date: 6/5/2018
Topics: Marketing Technology
Geographies: United States; United Kingdom
Context: A recent survey of marketing executives in the UK and US found that just 8% of respondents plan to decrease the amount of money they invest in marketing technology next year.
Publication Date: 6/18/2018
Topics: Marketing Technology; Artificial Intelligence (AI)
Geographies: United States
Context: According to a Forrester Consulting survey of decision-makers responsible for tech procurement, nearly half said they plan to make a major investment in AI within the next year.
Publication Date: 7/19/2018
Topics: Marketing Technology
Geographies: United States
Context: Ad buyers look for reach when striking deals with vendors—ahead of targeting capabilities and reporting features—according to a recent survey bby Advertiser Perceptions.
Publication Date: 6/20/2018
Topics: Marketing Technology; TV Advertising
Geographies: United States
Context: TV industry professionals are anxious that new technology could threaten their jobs.
Publication Date: 6/27/2018
Name: Tim Sims
Title: Senior Vice President, Inventory Partnerships
Company: The Trade Desk
Topics: Marketing Technology; Programmatic Advertising; Artificial Intelligence (AI); Digital Media Buying
Geographies: United States
Context: Ad buyers want less friction in determining ad rates
Publication Date: 7/25/2018
Topics: Marketing Technology
Geographies: United States
Context: An anonymous activist group called Sleeping Giants has rattled the ad industry bby publicizing ads that run on sites like Breitbart.com. An analysis of DSP activity indicates how much of an effect the pressure has had.
Publication Date: 5/23/2018
Name: Eric Picard
Title: Vice President, Product Management
Company: Pandora
Topics: Marketing Technology; Internet Radio; Programmatic Advertising
Geographies: United States
Context: Music platforms are getting serious about their ad tech stacks
Publication Date: 7/27/2018
Name: Gail Horwood
Title: Senior Vice President, Integrated Marketing
Company: Kellogg Company
Topics: Marketing Technology; Big Data
Geographies: United States
Context: Separating signal from noise requires persistence
Publication Date: 5/29/2018
Topics: Marketing Technology
Geographies: United States
Context: Although technology is a means to an end in digital transformation, front and center are organizational and functional issues that marketing teams must tackle so transformative vision can thrive.
Publication Date: 6/1/2018
Name: Amit Joshi
Title: Director, Product and Data Science
Company: Forensiq
Topics: Marketing Technology
Geographies: United States
Context: The bad guys are tweaking how they utilize malware
Publication Date: 6/5/2018
Topics: Marketing Technology
Geographies: United States
Context: Since 2016, ad buyers have reduced the number of demand-side platforms (DSPs) they use per month from seven to four, according to Pathmatics.
Publication Date: 6/11/2018
Topics: Marketing Technology
Geographies: United States; United Kingdom
Context: An analysis of CPM data for 126 publishers found that while ad prices dropped in the EU following the GDPR enforcement date of May 25, prices actually moved higher in the US.
Publication Date: 6/11/2018
Topics: Marketing Technology
Geographies: United States
Context: Sailthru’s recent survey of US internet users adds more evidence to a growing body of research that shows people are not pleased with the current state of data-trading that empowers digital advertising.
Publication Date: 6/8/2018
Topics: Marketing Technology
Geographies: United States
Context: Purch CRO Mike Kisseberth spoke about how publishers can make money bby selling ad tech to other media companies.
Publication Date: 7/3/2018
Name: Kelvin Gee, Kyle Gesuelli, Anish Jariwala, Brandon Jensen, Gavin Warrener
Title: Senior Director, Modern Marketing Business Transformation, Head of Growth, Senior Director, Digital Marketing Strategy and Insights, Director, Marketing Operations, Director, B2B Demand Generation and Integrated Marketing, T-Mobile for Business
Company: Oracle, Frame.io, Informatica, Workfront, T-Mobile
Topics: Marketing Technology; Big Data; B2B Marketing; Artificial Intelligence (AI)
Geographies: United States
Context: How B2Bs overcome integration challenges
Publication Date: 7/6/2018
Topics: Marketing Technology; Programmatic Advertising; Digital Media Buying
Geographies: United States
Industries: Advertising Agencies
Context: A recent survey of US digital media buyers bby Centro and Forrester Consulting shows the separation between automated and direct sales departments is dissolving.
Publication Date: 7/17/2018
Topics: Marketing Technology; Programmatic Advertising; Digital Media Buying
Geographies: United States
Context: Like their advertiser brethren, publishers are culling their programmatic vendors.
Publication Date: 5/30/2018
Name: Elgin Thompson
Title: Managing Director
Company: Digital Capital Advisors
Topics: Marketing Technology
Geographies: United States; China
Context: China’s moment passed, but new investors are cropping up
Publication Date: 6/25/2018
Topics: Marketing Technology
Geographies: United Kingdom; United States
Context: To get some clarity about what’s going on with the GDPR, eMarketer asked some ad tech insiders what they thought of the regulation’s effect so far.
Publication Date: 6/25/2018
Name: Don Vega
Title: Principal Media Trader
Company: Goodway Group
Topics: Marketing Technology; Artificial Intelligence (AI); Digital Media Buying
Geographies: United States
Industries: Advertising Agencies
Context: Buyers are intrigued bby AI
Publication Date: 6/13/2018
Topics: Marketing Technology; Digital Privacy & Security
Geographies: United States
Context: A survey from Syzygy indicates that while users may be getting more fed up with careless approaches to data security, many aren’t above taking some cash to ease their worries.
Publication Date: 5/31/2018
Topics: Marketing Technology
Geographies: United States
Context: In a survey of 1,051 US internet users bby Janrain, 53% of respondents said they aren’t in favor of websites using what they learn about them online to target ads.
Publication Date: 7/16/2018
Topics: Marketing Technology; Digital Privacy & Security
Geographies: United Kingdom; United States
Context: Just 13% of the legal and IT professionals surveyed bby TrustArc and Dimensional Research in June 2018 said their vendor risk management programs were GDPR compliant.
Publication Date: 7/23/2018
Topics: Marketing Technology; Digital Media Buying
Geographies: United States
Context: Advertisers aren't any happier than consumers when the same ad keeps getting served over and over and over. The challenge is figuring out when ad frequency reports are accurate.
Publication Date: 7/26/2018
Topics: Marketing Technology; Digital Video Ad Spending; Digital Media Buying
Geographies: United States
Context: The Guardian’s ad-buying test shows that domain spoofing is rampant for video inventory, but not display.
Publication Date: 6/27/2018
Topics: Marketing Technology; Programmatic Advertising; Digital Media Buying
Geographies: United States
Context: In a survey of 3,000 US marketing executives bby Nielsen, 54% of respondents said programmatic is extremely or very effective.
Publication Date: 8/8/2018
Topics: Artificial Intelligence (AI); Marketing Technology
Geographies: United States
Context: Advertisers and artists believe that artificial intelligence will boost their output over the next two years.
Publication Date: 8/9/2018
Name: Ken Tran
Title: Director, Performance Media
Company: Ubisoft
Topics: Marketing Technology; Digital Media Buying
Geographies: United States
Context: Marketers are taking steps to reduce tech fees
Publication Date: 8/8/2018
Topics: Marketing Technology; Personalization
Geographies: United States
Context: Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it's early days for those actively pursuing it. eMarketer has curated this Roundup of articles, insights and interviews to help you unravel identity and attribution.