With more viewers leaving traditional TV for digital streaming options, marketers are figuring out how to comprehensively measure their video audiences.

As more people cut the cord, viewers are increasingly tuning in to live digital video services.

The video streaming industry has become more competitive than ever, and marketers are figuring out how to build media plans around the fragmented market.

Advertisers are making significant investments in connected TV as the TV landscape becomes more fragmented.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

More people are leaving pay TV for digital alternatives, as TV networks increase their subscription costs and end promotional prices.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

Telecom and consumer electronics companies are increasing their digital ad spend as they adjust to rapidly changing technology developments.

US advertisers are committing more dollars upfront for linear TV and digital video, however the percentage of digital video ads being sold programmatically continues to increase.

Subscription-based video is growing across a broad spectrum of services, from on-demand platforms like Netflix to aggregators that deliver live TV over the internet.

While digital video platforms like Netflix are investing heavily in producing their own original shows, many people prefer to watch licensed content when they stream video.

US digital video ad spending is on track to exceed our previous forecasts, while TV also got a bump thanks to increased political spending in H2 2018.

Netflix is still the king of streaming, but will its subscription-based model be able to sustain the business as cheaper, ad-supported platforms enter the streaming space?

TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.

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

Investment in programmatic display ads in France passed €1 billion ($1.13 billion) in 2018—a gain of nearly 31% compared with 2017. Programmatic advertising also passed another milestone, accounting for more than 80% of all digital display ad spending.

Our latest UK programmatic ad spend forecast indicates that strong growth remains, despite economic and privacy-related concerns. This year, 87% of all digital display ad spend will flow through programmatic pipes, and that will rise to 89% by 2020.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.

In the latest episode of eMarketer's "Behind the Numbers," analysts Gerard Broussard and Paul Verna discuss the reasons ad spending on advanced TV is growing—and why it still hasn't fully taken off yet.