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.

Latino-focused Fortú rolls out with support from SoFi, LendingClub: Fortú will serve un- and underbanked US Latinos—and it has the opportunity to gain traction by initially targeting underserved consumers within a market of around 60 million Latinos.

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).

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.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's Matthew Mobley, CTO, Erin Hutchinson, global chief marketing and communications officer, and Gaelyn Almeida, senior director, technology strategy, along with Universal Parks & Resorts’ Leah van Zelm, vice president, analytics and targeting, integrated media and digital, for this live Tech-Talk Webinar. They discussed how marketers can get to the heart of CX with a real-time and privacy-safe approach.

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.

Almost all digital display advertising is transacted programmatically now—but that doesn't mean programmatic isn't still evolving. Gila Wilensky, president, US at programmatic media firm Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Xaxis is expecting for the next 10 years of programmatic advertising, including how AI will continue to evolve in the space, how addressability and measurability will change post-cookie, and what the maturation of ecommerce means for digital advertising.

By contrast, most marketers don’t think contextual targeting solutions will be enough to replace audience targeting, even if some are confident. More than a third (35%) of US marketers were “fully confident” that contextual targeting alone could replace audience targeting, according to Lotame. But 54% of respondents said that contextual targeting is useful as a tactic, but not when used on its own.

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.

The tradeoff of precisely targeting ads is that it costs advertisers more on a per viewer basis. In negotiations, media companies and vendors selling targeted advertising—TV or digital—argue that the effective cost of reaching consumers with targeted ads is lower because there is less waste.

The result has been an industrywide pivot from open marketplaces to PMPs or programmatic direct, as well as more interest in contextual targeting and increased use of first-party data.

Most of the Privacy Sandbox proposals to date have dealt with targeting-related applications of cookies. For example, the TURTLEDOVE proposal outlines a method of privacy-preserving interest-based ad targeting. Measurement- and attribution-related proposals include:. Google’s Conversion Measurement API, an alternative platform for reporting ad-click conversions.

For years, delivering strong customer experience (CX) has been critical to an organization’s success—yet it’s still difficult to deliver on. Here’s how marketers need to think about CX success in 2021.

Marketers see third-party cookie deprecation as a near-term challenge, but this change also presents an opportunity to prioritize identity management strategies and quality data.

Neustar senior vice president of product and general manager of customer experience Steve Silvers and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss some misconceptions about cookie deprecation, what marketers should do to prepare for the loss of third-party cookies and react to the loss of Identifiers for Advertisers (IDFAs), and more about future approaches to addressability.

Digital video subscription fees are rising amid a cord-cutting surge, and Netflix, Disney, and YouTube are chief among those reaping the benefits.

Digital political ad spending broke records in the 2020 election cycle. Grace Briscoe, senior vice president of candidates and causes at programmatic media firm Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what, when, and where political advertisers bought digital ads last year, how much attention they paid to connected TV (CTV), and why they love digital video ads so much.

Apple plans to roll out a major update to iOS this spring, requiring an opt-in before apps can track users across channels. "Behind the Numbers" host Marcus Johnson turns the tables on eMarketer principal analyst at Insider Intelligence Nicole Perrin to ask about the latest research on AppTrackingTransparency opt-ins, the China Advertising ID (CAID), and how advertisers are preparing.