In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

60% of US digital media professionals agree that social media is most vulnerable to ad fraud, according to a September 2023 survey from Integral Ad Science.

A shift toward programmatic direct and PMPs in advertising: Open web spending drives sector growth and is forecast to surpass $50 billion by 2025.

Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

In this Meet the Analyst Webinar, Ross Benes, our senior analyst, will discuss the latest trends, data, and strategies on how marketers are approaching programmatic video.

The growth of connected TV (CTV) has been a rousing success story; unfortunately, fraudsters have noticed. As advertising budgets shift to CTV, alleviating safety concerns becomes increasingly paramount.

The intermediation of programmatic transactions opened up a number of opportunities for fraud and data leakage in display advertising. Christiana Cacciapuoti, executive director at industry consortium AdLedger, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the latest tests of the CryptoRTB protocol, how it will help advertisers avoid fraud, and what advertisers need to understand about cryptography in programmatic transactions.

One thorny problem with connected TV (CTV) advertising is that the growing number of ad dollars spent on CTV has attracted fraudsters. How big is this problem? It depends who you ask.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss Google's (and YouTube's) latest earnings. They then talk about how much of a concern ad fraud is within connected TV advertising, the implications of the California Privacy Rights Act, and how people interpret emotionally infused ads.

For years, advertisers and their partners have complained about a lack of transparency in programmatic transactions, leaving them open to a number of problems including outright fraud. Jeremy Steinberg, global head of ecosystem at MediaMath, joins host Nicole Perrin to discuss why accountability is still a challenge and how the supply chain can come together to create better, more mature programmatic markets.

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.

This report collection explores programmatic digital display ad spending through 2021 across Canada, China, France, Germany, the UK and the US. Reports include breakdowns by device, transaction type and more, and explore the factors driving investment.

Programmatic ad spending will account for 90.0% of total UK digital display ad spend this year, or £5.81 billion ($7.75 billion). Of that proportion, programmatic direct will make up 65.5%, with social media spend underpinning that figure.

Programmatic advertising will account for 83.5% of all US digital display ad dollars, or $57.30 billion, this year. Growth in social, connected TV and over-the-top (OTT) advertising will drive programmatic display to almost $80 billion by 2021.

With gaming shifting to mobile, developers increasingly turn to ads, while marketers realize that games can reach a wide array of people.

eMarketer principal analysts Lauren Fisher and Nicole Perrin discuss Google’s recent study about how turning off third-party cookies affects publisher revenues: What did Google find? How valid is the research? How does it compare with previous studies? Then, they talk about an ad fraud lawsuit between Fetch and Uber, Amazon developing clean room data technology and how marketers try to target shoppers within different channels.

In the past month, different anti-fraud vendors and researchers have concluded that ad fraud in digital marketing is lessening while also seemingly getting much worse than previously believed. So why the disparity?

eMarketer principal analyst Nicole Perrin analyzes a new study on ad fraud that contradicts other data on this topic and suggests the problem may be bigger than previously estimated.