Find out how a single-market media buying strategy—particularly in a top designated market area like New York—can be the key to a profitable and successful campaign. Hear from New York Interconnect’s Tom McLoughlin, vice president, regional sales, and Jason Swartz, vice president, advanced advertising and new business for national sales, in conversation with Canvas Worldwide’s Eveliza Jimenez, vice president and director, local investment, and News 12’s Manoj Shamdasani, vice president, programming and brand partnership.

Amazon has been moving its shopping holiday around, and now it's next week. Melissa Burdick, co-founder and president at retail media buying technology firm Pacvue, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Amazon gets out of having Prime Day in Q2 and the latest in the retail media war.

On today's episode, we discuss what brand new forecasts the forecasting team cooked up in Q2, including social media buyers and buy now, pay later service users. We then talk about the 2021 NBA finals ratings, a landmark ruling that lets brands work with NCAA athletes, and why OOH ad prices are on the rise. Tune in to the discussion with eMarketer forecasting analyst Nazmul Islam and director of forecasting at Insider Intelligence Oscar Orozco.

As the relationship between brands and their partner agencies continues to evolve, more brands are looking to bring projects in-house, citing cost as a factor. For Cars.com, however, bringing digital media buying in-house was primarily motivated by the desire to have more control over data, though cost was another consideration.

The pandemic has brought an influx of new users for subscription OTT, live videos, and video games in 2020, but other activities such as social networking, mobile messaging, and digital video haven’t seen the same bump.

Just as consumers have shifted the way they shop and what they buy during the COVID-19 pandemic, business buyers are also altering how they spend their dollars. We already noted just how much media buying will change because of the coronavirus outbreak, but there are several other categories of spend that B2B buyers will alter as the virus and the economic fallout progresses worldwide.

Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.

Addressable advertising is the default for digital—but users are getting harder to identify thanks to governments and platform controllers stepping in. Read on to learn how advertisers and their partners are hoping to continue tracking users and measuring the results of digital advertising.

“Media buying for Desjardins is managed via a hybrid model. A part of it is in-house, and part of it is with our media agency; we rely on a one-team methodology and work very closely in order to drive performance.”. Desjardins has a team of 13 people managing the media planning and buying across those functions.

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.

In 2020, TV networks offered more flexible options for advertisers to cancel or delay their ad spending commitments, but at this year’s upfronts, TV networks will revert to stricter guidelines, according to Vicky Chang, director of media buying and planning at ad agency Tatari.

“With the decline in third-party cookies, it will be tough to run retargeting campaigns at scale, which will lead to a shift in programmatic media buying,” said Lucy Hinton, head of client operations at ad server Flashtalking. Until the third-party cookie completely disappears, though, shifts won’t be seismic.

This includes spending on services relating to every aspect of the programmatic media buying process, so more than just targeting. Growth year over year was significant. This year, US programmatic digital display advertisers will spend 23.3% over 2020 on fees paid to ad tech companies. This amounts to just under 38% of the real-time bidding digital display ad market.

What we already know: Google has products in all parts of the programmatic media buying process—it aggregates demand, aggregates supply, and runs an ad exchange where various demand sources compete to win auctions. And because Google runs the exchange, it has access to data from all the bids that run through the network, including data from its competitors.

“Empowering the ad technology platforms, and the agencies that are making the retail media buying decisions, with valuable product-level analytics from ecommerce teams will help connect the dots and open the floodgates for more spend.”. Updating tools and capabilities.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Andrew Lipsman discuss Amazon's retail and ad businesses as well as Jeff Bezos stepping down as CEO. They then talk about Walmart's new partnership with The Trade Desk, whether vaccinated shoppers will want to return to stores, and what click and collect's future looks like.

And with better data comes better insights, which you can leverage to understand, streamline, and optimize your media buying at any time. This enables you to minimize overlap and improve frequency control across networks and AVOD partners, all of which drive maximum impact from every media dollar.

“Auto has historically been a huge adopter of traditional, linear television,” said Sarah Scherer, product marketing manager at digital media-buying firm Goodway Group. “Now with cord-cutters and the shift to advanced television, auto should capitalize on this opportunity and the benefits additional video channels provide.”.

“There is a trend to make financial products more accessible and digestible to a wider variety of users,” said Sarah Scherer, product marketing manager at digital media buying company Goodway Group. “This is because millennials are more digitally focused than previous generations.

“Health advertisers have a challenging line to walk,” said Sarah Scherer, product marketing manager at digital media-buying firm Goodway Group. “How do you improve user experience with the brand, but ensure the user doesn’t feel like their privacy was invaded?”. Total US digital ad spending will grow 19.1% in 2019 and 17.0% in 2020.

The fragmented way that people now research travel options has changed the way travel advertisers approach the data that fuels their campaigns, according to Sarah Scherer, product marketing manager at digital media buying firm Goodway Group. “Travel is a vertical where I'm seeing more and more data providers emerging, and there's a lot of information that hasn't been leveraged yet,” she said.