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.

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.

eMarketer moderates a Tech-Talk Tuesday presentation featuring Haylee Adkins, vice president of strategy and customer success at Drawbridge. Haylee will discuss the successful approaches brands are taking today to adopt and execute a multi-resolution approach to targeting and attribution.

Our two-part attribution series focuses on holistic attribution. It explores best practices for implementing attribution at the organizational level and balancing channel- and company-level KPIs.

One way marketers can get a more clear view of their customer’s journey is by creating a data warehouse that centralizes marketing data across various channels, said Chris Wexler, senior vice president of media and analytics at ad agency Cramer-Krasselt.

Over the past year, marketers and consumers have become more aware of location data’s capabilities. This report looks at its growing utility and surrounding privacy concerns.

Identifying the best channel metrics that align with companywide key performance indicators is a challenge at a time when marketers are overloaded with data and their companies are questioning those results.

Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on business KPIs. But how do firms balance business KPIs with their channel-level ones? We share tips and best practices.

Introducing our new Live Analyst Video Series, exclusive to eMarketer customers.

Companies may know that more advanced attribution practices are needed to prove marketing value in today’s complex media world, but that doesn’t mean they understand, or easily embrace, these practices.

Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on key performance indicators (KPIs). It is difficult to achieve, but companies can make the move, so long as they follow necessary steps.

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.

The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

While adoption of multichannel attribution models is increasing, the growth rate has slowed. eMarketer lowered its 2018 multichannel attribution adoption estimates from 62.0% to 54.0%.

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

Roughly 30% of the time, there are missing blanks in the information that marketers receive to inform their attribution efforts, according to Kochava.

Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.

Many companies now use big data to optimize their marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power their product and merchandising efforts.

Glen Hartman, senior managing director and lead for Accenture Interactive North America and global digital marketing/transformation, explains how a telecom giant's simple goal to increase the conversion rate of its paid media turned into a large-scale digital transformation.