Twitter’s plateauing user growth has been evident for the past few years. But its user base is stable and ticking upward. We expect it to maintain its substantial influence worldwide as a platform for political discourse and real-time events coverage.

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.

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.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Smartly.io's Alex Walkowski, senior customer success manager, and Andreas Stenman, head of ecommerce and disruptor brands. They broke down three powerful Facebook Advertising insights for a successful 2020.

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

Programmatic buys will account for 86.0% of spending on digital display ads in France this year, or €1.69 billion ($1.99 billion). Double-digit annual growth will boost spending to €2.29 billion ($2.70 billion) in 2021.

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.

Google’s position as the search advertising leader in the US is on solid footing, according to our latest US digital ad spending estimates. This year, Google will net more than 73% of US search ad spending, down less than 1 percentage point since 2018.

eMarketer senior forecasting analyst Oscar Orozco discusses our US ad revenue numbers for Google and the new formats driving growth.

eMarketer junior forecasting analyst Nazmul Islam explores our recently adjusted ad spending figures for YouTube, including how the platform has weathered brand-safety concerns.

Larger retailers are beginning to act more like digital media companies by leveraging their web traffic and first-party customer data into ad businesses.

While the lure of retail media is even stronger than it seems, retailers grapple with whether it’s a viable opportunity or a shiny new object to chase.

The digital duopoly of Facebook and Google is holding strong, according to our latest forecast for US digital ad spending. We estimate the two companies will increase their slice of the pie this year, dipping slightly in 2020, and pick up share once again in 2021.

eMarketer principal analyst Andrew Lipsman joins the show to argue that Facebook’s decision to continue allowing politicians to lie in paid placements is a mistake, and to talk about Twitter’s very different new policy. We also catch up on earnings reports from major US digital ad sellers.

Consumer adoption of new technologies and rising expectations have caused leading tech companies like Google and Facebook to expand beyond their initial business models and provide a more complete e-commerce experience — from impression... to click... to cart — seamlessly from a single device. The launch of Google Shopping Actions from Google, Shopping from Instagram and Marketplace from Facebook has only accelerated this trend and put the Big Three — Amazon, Google and Facebook — on a collision course with one another.

eMarketer vice president of forecasting Monica Peart walks through our latest ad spend numbers for Google, Facebook and Amazon.

eMarketer vice president of forecasting Monica Peart shares our digital ad spend estimates for the Google-Facebook duopoly and the reasons behind our recent forecast adjustments.