To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and ad tech players don’t want to miss out.

Programmatic ad spending will reach $59.45 billion in 2019, accounting for 84.9% of the US digital display ad market. This report looks at the trends driving investment to $81.00 billion by 2021, breaking it down by transaction type, format and device.

This StatPack provides a visual overview of trends in display, video and mobile ads bought programmatically, both in the US and worldwide.

Marketers rely heavily on third parties for analytics and technology building. Many are looking to trim their overall vendor counts when it comes to demand-side platforms and supply-side platforms, but are looking for new partners for customer data platforms, while others are building their own tech in-house.

Programmatic buying for TV is still developing, and two issues the industry is still grappling with are brand safety and viewer experience. eMarketer’s principal analyst Lauren Fisher spoke with David Dworin, vice president of advisory services at TV supply-side platform (SSP) FreeWheel, about the areas of opportunities for programmatic enablement of linear TV advertising.

The data generated by programmatic bidding can be used to target audiences, map out users’ customer journeys and optimize campaigns.

About two-thirds of brand marketers surveyed by Sizmek prioritize reducing the number of middlemen they do business with.

Max Jaffe, programmatic practice lead at ad-buying firm GroupM, spoke about how programmatic advertisers are creating more direct routes to the publishers they buy inventory from.

The ballooning marketing tech landscape puts marketers in a tough position to develop a cohesive technology strategy.

Marketers are drowning in information. And sometimes it makes more sense for them to scrap the excess data than to sift through and make sense of it.

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.

Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.

Casie Jordan, director of professional services at MoPub, spoke about how app publishers are adjusting the ways they sell inventory programmatically.

The IAB Tech Lab will likely release its spec for ads.cert later this year. This tool—a complement to the previous IAB Tech Lab initiative ads.txt—will give marketers a deeper check against unauthorized ad selling. Confused already? Here’s a primer of what you need to know.

Amazon will become the No. 3 digital ad seller in the US this year, according to our estimates, with $4.61 billion in ad revenues, or 4.1% of the digital advertising market.

Programmatic audio is growing, but it is hampered by a lack of scale, disagreement over ad specs and reluctance from ad buying platforms to build audio-specific features.

Ubisoft grew its programmatic operation and took more control over ad purchasing. Ken Tran, the video game company’s director of performance media, says cost considerations weren’t the only reason for the changes.

The top challenge of addressing ad quality issues is tracking down bad actors in the supply chain.

Few marketers frequently replace their tech vendors, according to a study by Walker Sands.