Advertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential.

We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. But the bulk of native ad spend will go to social media platforms.

Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director of digital strategy and integration at ad agency Crossmedia, said that agencies should embrace audits because they facilitate transparency, which brand clients demand more of.

Brand safety is a serious concern for 60% of the ad industry professionals GumGum and Digiday surveyed in November 2018. But that’s down from 90% in 2017.

An ANA survey indicates that cost savings are why most brands turn to in-housing. While other in-housing benefits are nice, the research shows that they are often ancillary.

Video monetization is strong across advertising and consumer-supported platforms, signaling overall health in the market. As new digital platforms emerge and existing ones solidify their positions, viewing continues to veer away from linear TV and toward digitally connected screens of all sizes and types.

Connected TV advertising is expected to grow, albeit not as fast as many would like, and certainly not as fast as audiences are embracing this platform for consuming content. Industry experts are optimistic that the ad dollars will eventually catch up with consumer adoption.

Campaign data can be reused to target ads, but its usefulness doesn't last too long.

Data privacy concerns are driving ad buyers to work closer with their publisher partners.