Stories are hot in social media, and the ad opportunities are growing fast. How are consumers using stories, and how do they respond to marketing in stories?

Among the capabilities that marketers are not yet deploying, those related to personalization were considered to be one of the most helpful tactics in improving advertising results, according to a study by RevJet and Forrester Consulting.

In the latest episode of "Behind the Numbers," analysts Nicole Perrin and Lauren Fisher discuss dynamic creative optimization. How many marketers are using DCO, and how sophisticated are their efforts?

In this webinar, Nicole Perrin, eMarketer senior analyst, examines how brands are using dynamic creative to message more effectively to consumers and tell their stories across digital channels in a holistic and meaningful way.

Programmatic advertising has allowed digital marketers to use data for identification, segmenting, targeting and analytics. Creative has lagged, but dynamic creative optimization can bring data-driven personalization to messaging across formats.

Dynamic creative optimization (DCO) uses multiple data feeds to create a personalized ad experience. To get the most out of those feeds, marketers can employ artificial intelligence (AI) to automate multiple facets of DCO. Prajwal Barthur, InMobi's director of products for advertising platforms, talked to eMarketer's Nicole Perrin about how marketers can take advantage of AI as they rely more on DCO for more personalized ad campaigns.

Today marketers have a treasure trove of customer data that they can use to target their messaging. But the next step in ad personalization is dynamic creative optimization, which allows for more effective customization of the consumer ad experience. Greg Sobiech, founder and managing partner at digital consultancy Delve, spoke with eMarketer's Nicole Perrin about what's involved in dynamic creative optimization and the hurdles to execution.

Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.

How have programmatic platforms and other new technologies disrupted the marketing creative process? In the new episode of eMarketer's "Behind the Numbers," we discuss some of the changes with guest Grant Munro, co-founder of Shutterstock Custom.