LinkedIn had a very strong 2020, during which its total ad revenues grew 31.3%, driven by its Marketing Solutions as B2Bs focused on targeting audiences working from home.

Advertisers are increasing their upfront commitments, particularly for connected TV.

Traditionally, linear TV ad buys have used content as a proxy for audience characteristics. Field Garthwaite, co-founder and CEO at video data firm iris.tv, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss bringing content signals to video advertising, where typically targeting has been based only on audience characteristics or the context of a webpage—which may not match with the content of the video itself.

How will social network ad spending and social usage change in 2020? And what will happen in hot-button areas, such as privacy, ad targeting and political advertising in social media? Here’s what we think lies ahead.

Read the latest stories in advertising from Insider Intelligence.

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.

Meta echoed the sentiment: “Targeting is a longer-term challenge,” COO Sheryl Sandberg said. LinkedIn last week rolled out a new “Group Identity for B2B” targeting option. It categorizes users into segments, allowing advertisers to "reach intended audiences across channels, like the LinkedIn Audience Network, without the need for individual-level tracking across sites," per a company blog post.

Most of the avian-themed Privacy Sandbox proposals to date have been about ad targeting, but measurement will also be affected by the planned deprecation of third-party cookies in Chrome. Allyson Dietz, director of product marketing at Neustar, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the measurement firm's PeLICAn proposal to the World Wide Web Consortium (W3C) and explain what differential privacy means for ad measurement.

For decades, traditional TV advertisers have targeted ad messages at households. Jon Schulz, CMO at programmatic ad firm Viant Technology, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why even in the digital era it still makes sense to do so, and why advertiser spend will continue to shift into programmatic connected TV and linear TV.

Based on a survey of 123 brand and agency marketers, the new research found that 35% of surveyed advertisers utilize a hybrid approach, which includes both brand and performance teams, to manage their CTV advertising and strategy. This approach speaks to CTV’s inherent advantage as an ad channel.

In this Meet the Analyst Webinar, Nicole Perrin, eMarketer principal analyst at Insider Intelligence, offered her perspective on the latest privacy developments, and shared best practices for advertisers to understand and reach audiences.

The healthcare and pharma industry has been slower to embrace digital marketing compared with other verticals we track. Heavy regulation makes ad targeting more difficult, which has kept traditional media buys and in-person marketing popular.

Mobile games to stop targeting ads to kids: Some major developers and ad tech companies will need to stop tracking children under 13 after settling a lawsuit, limiting their targeting abilities.

Meta’s future is muddled by declining Facebook users, slow metaverse adoption and a beleaguered ad model: In response to TikTok's success, Meta will shift focus to video, but will the reactionary move be enough to recover losses?

With their massive reach, ad targeting capabilities, and ecommerce features, platforms like Facebook, Instagram, and TikTok will provide SMBs with the tools they need to break into new markets, connect with consumers, and boost sales and conversions.

Google's Chrome wasn't the first browser to put the kibosh on third-party cookies. Phil Acton, country manager for the UK, Benelux, and France at end-to-end programmatic platform Adform, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how the company has been testing cookieless targeting with publishers in Europe, where Apple's Safari and Mozilla's Firefox have significant market share, as well as the importance of supply path optimization (SPO).

When the user visits a site that supports the Topics API for ad purposes, the browser will share three topics the person is interested in—each is selected randomly from the user’s top five topics in the past three weeks. The site can then share this information with its advertising partners to determine which ads to present. The idea is to create a more privacy-focused approach to ad targeting.