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    Article
     | 
    JUN 15, 2019

    Given the estimates of the size of programmatic ad spend this year—about $84 billion worldwide, according to Zenith—Juniper’s estimate represents about half of programmatic display dollars going to fraud. A few factors contribute to this huge disparity in figures.

    Report
     | 
    JUN 11, 2019

    More than 80% of brand marketers in Europe and the US said they were using dynamic creative optimization last year, according to 2018 research from programmatic platform Sizmek. (This could be something as basic as product retargeting, depending on how you define it.).

    Report
     | 
    OCT 22, 2018

    According to the IAS study, levels of brand risk are only slightly higher for programmatic campaigns than for direct-bought inventory—for both desktop and mobile web display ads. However, when video is factored in, programmatic actually outperforms publisher direct.

    Article
     | 
    MAR 25, 2019

    “Self-serve programmatic buying has expanded Snapchat's reach to more advertisers, especially small and medium-sized businesses that can invest in ads at lower bid prices. However, moving the vast majority of their ad inventory into this lower cost structure has tempered earlier growth estimates,” said Monica Peart, senior forecasting director at eMarketer.

    Report
     | 
    DEC 9, 2019

    More companies in 2020 will develop ways to send more of the computing needed for programmatic bidding and ad insertions to the cloud. That should make the bidding process smoother and the media experience more consistent across diverse mobile platforms. —Yoram Wurmser.

    Article
     | 
    APR 8, 2019

    This year, US advertisers will spend two-thirds of their digital budgets on mobile placements. Mobile ad spending has taken the majority of digital spending every year since 2015, and both search and display spending skew heavily mobile. But, even though it falls under the display umbrella, video is the only digital ad format where more ad dollars are still spent outside mobile channels.

    Report
     | 
    JUN 18, 2019

    We include the majority of social video spend in our definition of programmatic video because platforms like Facebook, Twitter and Snapchat allow advertisers to transact via programmatic direct ads manager tools. We expect the combined programmatic video ad revenues of social networks today to account for roughly a third of total programmatic video ad spending.

    Report
     | 
    JUL 25, 2019

    Compared with other verticals, retail benefits more from Google increasingly integrating the search functions of its various consumer-facing products, according to Krish Sailam, senior vice president of global programmatic solutions at Merkle-owned ad agency DWA.

    Article
     | 
    AUG 7, 2019

    Some marketers may move from direct buys with Facebook to programmatic buying across networks where there is targetability and scale to consolidate a wide variety of traffic sources. Scherr, Vroom. Facebook has undeniable, breathtaking reach. It would be hard for me to imagine a world where that reach would not play a role, at least for brand advertising.

    Article
     | 
    AUG 5, 2019

    The programmatic ad supply chain can be opaque, making it difficult for buy- and sell-side platforms to quantify how much money is being paid to vendors. Our new estimates on programmatic fees may shed some light for advertisers and publishers on how much share of all nonsocial programmatic display ad spending is going to fees.

    Report
     | 
    AUG 6, 2020

    Programmatic OOH Takes Off. Programmatic has been slower to catch on in OOH than it has in other media. Programmatic outdoor ad spending is starting to significantly grow, but its growth is coming from a small base. In June we published our first programmatic DOOH ad spending forecast. We define it as digital out-of-home ads transacted and fulfilled via automation.

    Article
     | 
    AUG 24, 2018

    Most of the ads sold for connected TV consist of high-quality inventory that buyers and sellers prefer to transact one-on-one, instead of through programmatic marketplaces (via private deals or real-time bids). This has inhibited growth. Then there’s the frequency problem—the same ad showing up again and again in a show on a connected TV platform.

    Interview
     | 
    AUG 17, 2018

    Eric Berry, CEO and co-founder of native ad platform TripleLift, spoke to eMarketer’s Ross Benes about how server-side bidding could change the pricing dynamics of programmatic ad buying. Why is pricing different in server-side bidding compared to browser-based header bidding?

    Eric Berry
    CEO, Co-Founder
    TripleLift
    Report
     | 
    JAN 10, 2019

    Several factors will contribute to the AARPU growth, including stronger advertiser uptake of new ad products launched in 2018, such as the direct-response Shoppable Snap Ads and Collection Ads; stabilization of ad pricing after the rollout of programmatic buying; and improvements in ROI. What Else Lies Ahead in 2019?

    Article
     | 
    JUN 25, 2019

    The Alliance report, however, explicitly excluded any analysis of programmatic display and the amount of working media dollars that might be skimmed off in programmatic fees collected by Google, Facebook or a host of other programmatic players.

    Report
     | 
    JUL 18, 2019

    There are no simple rules or benchmarks for optimal messaging frequency. The accepted wisdom is that it depends on the product category, length of purchase cycle, advertising medium and format and campaign goal. As a result, it can be hard to come by research that offers widely applicable benchmarks.

    Report
     | 
    JUN 18, 2020

    Some hosts like SparkPost and programmatic platform TripleLift gave attendees gift cards to a food delivery service as a way to drive attendance to ensure a strong number of leads were still captured and to keep the “Lunch & Learn” feel. But it is important to note that even the best virtual experience can’t replace in-person interactions.

    Report
     | 
    MAY 20, 2020

    COVID-19 has dampened 2020 TV advertising—however, data-driven linear (DDL) and addressable TV stand ready to scale as economic conditions eventually return to normal.

    Article
     | 
    FEB 4, 2019

    Over-the-top video inventory demand is very strong, but the supply of impressions is limited. This has created an opportunity for fraudsters to trick advertisers into buying inventory that does not really exist.

    Report
     | 
    JUL 23, 2020

    Programmatic placing of ads—where ad units automatically fill from ad networks based on certain targeting criteria—hasn’t taken hold to a large degree in Canada. Many publishers are careful to distinguish between dynamic ad insertion—directly sold to advertisers—and programmatic selling, where automated buying provides less visibility and control of where an ad can land.

    Report
     | 
    DEC 4, 2018

    And when programmatic firms OpenX and MediaMath asked US mobile users in June 2018 how they rated the amount of ads they saw on mobile each day, eight in 10 said there were too many, including 25% who said they were “overwhelmed” by mobile placements. The research dug deeper on consumer attitudes toward video ads specifically.

    Article
     | 
    NOV 5, 2018

    The speed and efficiency of automated ad buying makes it attractive for political advertisers working under tight schedules.

    Report
     | 
    DEC 11, 2019

    While social and other non-auction-based buys account for most mobile programmatic ad spending today, 28.8% of mobile programmatic ads will run through real-time bidding (RTB) platforms in 2020—either PMPs or open marketplaces. But beyond that, a lot of ad buys still go through partially automated ad networks that work on some variant of an ad waterfall.

    Article
     | 
    DEC 3, 2018

    Among the 119 media decision-makers from US brands that Advertiser Perceptions and the Interactive Advertising Bureau (IAB) surveyed in April 2018, return on investment attribution was the programmatic initiative most frequently brought in-house. Nearly half of the respondents said they in-housed attribution. Some marketing channels are easier than others for assigning attribution.

    Article
     | 
    APR 22, 2019

    “There’s simply more [connected TV] supply coming through, so when you average it overall, prices are coming down,” said James Malins, senior vice president of programmatic at ad tech firm Amobee. For more information about these and other ad prices and trends, eMarketer PRO subscribers can check out our Digital Ad Pricing StatPack.