Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.

We couldn’t have been more correct in late 2018 when we predicted that privacy concerns would snowball in 2019, creating greater challenges for digital marketers with regard to audience identification, targeting and tracking.

The General Data Protection Regulation (GDPR), enacted in May 2018, was supposed to cause a huge backlash against programmatic trading in the UK. It was going to bring heightened awareness of privacy among consumers and more scrutiny of ad tech than ever before. Marketers were going to become wary of playing “fast and loose” with consumer data. Of course, there have been varying degrees of truth in those statements, and while initial effects were felt, the longer-term impact on programmatic ad spend has not been substantial.

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

Programmatic transactions for digital display account for 86.4% of the market in Canada this year, even though global privacy reform and device tracking protections are making it more challenging to execute.

Programmatic buys will account for 86.0% of spending on digital display ads in France this year, or €1.69 billion ($1.99 billion). Double-digit annual growth will boost spending to €2.29 billion ($2.70 billion) in 2021.

In recent years, the digital advertising and media industries have had to reckon with changes to how they can use customer data. The EU's General Data Protection Regulation (GDPR) set standards for how companies can use personal data, and the California Consumer Privacy Act (CCPA) will follow suit starting in 2020. Industry-led changes like Safari’s Intelligent Tracking Prevention (ITP) and similar browser updates have also restricted what marketers and media companies can do.

Consumers’ use and acceptance of biometric technology—especially facial recognition—varies widely, depending on which part of the world you’re in.

Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.

Nine in 10 internet users in the US rely on email, and many say it’s a preferred channel for receiving brand communications. Email also still plays a central role for marketers looking to maintain and nurture relationships.

eMarketer principal analyst Nicole Perrin discusses the EU’s recent ruling on the Google ‘Right to Be Forgotten’ case, the impact of culturally relevant ads, Kik Messenger shutting down and more.

There are about four months before the California Consumer Privacy Act (CCPA) compliance deadline kicks in, and according to July 2019 research from consent solutions provider PossibleNow, only 8% of US businesses said they are prepared. The majority reported still being in the preparation process; however, only a third expected to be able to meet the January 1, 2020, deadline.

eMarketer forecasting director Shelleen Shum shares our readjusted estimates for UK internet users who will deploy ad blockers between 2019 and 2021.

Consumers are uncomfortable with their advertising experiences, due to a combination of intrusive formats and privacy-invading practices. As a result, about one-quarter of US consumers block digital ads.

eMarketer forecasting director Shelleen Shum breaks down our latest figures for ad blocker users and the reality for advertisers and publishers.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

As the January 1, 2020 deadline to comply with the California Consumer Privacy Act (CCPA) looms, marketers remain confused and concerned, particularly as amendments continue to mount. This month, government officials voted on seven new amendments covering everything from information collected for loyalty programs to consumer request disclosure methods.

The artificial intelligence (AI) ecosystem is complex and in a state of constant flux. Though far from perfect, one thing is certain: Many business leaders are already bullish about AI’s ability to improve operations. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in AI.

Consumer privacy concerns affect marketing practices and will continue to alter the digital advertising landscape. Here’s what digital marketers and their companies need to know.

eMarketer principal analyst Nicole Perrin walks us through the implications of the British Airways data breach. She also discusses 2019's podcast revenues and helps you decipher when you see a digital political ad.