Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.

Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.

Advertising reacts to the uncertain economy: Ad spending will remain strong this year, but the challenges ahead are many.

In preparation for the cookieless future, marketers are homing in on first-party data to target consumers. Worldwide, 36% of marketing professionals expect that customer purchase history will be their most valuable source of data once third-party cookies are gone. Meanwhile, 32% see social media profiles as key, and 31% plan to rely on website registrations.

Consumers are growing frustrated with ineffective digital ads: A new survey shows that the ad industry’s lack of a proper targeting solution is alienating consumers.

Google pushing search marketers toward next-gen measurement: Expected 2023 sunset of Universal Analytics draws social media boos, but signals need to adopt GA4.

The closure of an ad-free YouTube app is a reminder of ad blockers’ prominence: Digital advertising efforts are at odds with the experience most internet users want.

The rollout of AppTrackingTransparency (ATT) in iOS 14.5 effectively deprecated the primary way publishers and advertisers track users on iOS and changed how the mobile ad industry approaches monetization and measurement.

Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Is the Banning Surveillance Advertising Act a threat? Even if the US bill to limit targeted ads doesn’t pass, its introduction signals a legislative landscape that favors privacy more than ever.

How badly industry players were hurt by Apple’s privacy changes in Q3: Peloton was hit hard, while Criteo and Airbnb went unscathed.

As cookie alternatives proliferate, the Interactive Advertising Bureau (IAB) is stepping in to provide order: The newly launched id-sources.json framework is meant to clarify which new IDs are being used by ad networks and publishers.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

Consumers are wary of how companies collect and use their personal information for digital advertising, having witnessed companies fail to protect and properly handle user data. Not many know how it works, but they’re aware of its outcomes when they perceive ads as creepy or invasive.

Apple ad spend dips: Mobile app install ad spending on iOS devices has dropped off since the arrival of iOS 14.5 and AppTrackingTransparency. Whether marketers permanently shift budgets to Android depends on how good Apple's alternative tracking frameworks prove to be.

Apple placates mobile advertisers: iOS 15 will allow advertisers to get postback data directly from Apple, rather than going through an ad network—a huge help for marketers hungry for data in a post-IDFA world.

Understanding how marketing touchpoints contribute to revenues is one of marketers’ most challenging yet vital tasks. Being able to demonstrate this contribution can turn marketing from a cost center into an investment that effectively drives market share gains for a business. Even with the rise of digital advertising, attribution has remained difficult at best—but more marketers continue to work on the problem.

It seems like a given sometimes that brands should be collecting all the first-party data they can. Sharon Harris, global CMO at agency Jellyfish, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why that's the wrong approach, what brands should consider before collecting data from their audiences, and what they should do with it once they have it.