US native ad spending continues to grow robustly, reaching nearly $44 billion this year. By the end of 2020, almost two-thirds of US display spending will be on native units.

Social commerce only drives a fraction of ecommerce sales, but it's picking up speed. Between 2016 and 2018, social networks as a last-touch channel have doubled in visit share to US retail sites, according to Q3 2018 data from Adobe.

Social video ad spending in the US will reach $14.89 billion in 2021, growing 44% from 2019, according to our latest forecast. It will then account for 30.4% of total video ad spending.

Influencer marketing is growing around the world, and a significant amount of activity is migrating to Instagram Stories. However, fraud is also growing, and that threatens the authenticity of influencer marketing.

Instagram Stories is increasingly popular with social media marketers. Last year, one in three Instagram posts containing "#ad" was a story, according to a study by Klear.

In this episode of "Behind the Numbers," we're discussing Germany's effort to rein in Facebook, and Facebook's response. What are the implications for Facebook in Europe and even around the world, and what comes next?

Facebook reported its Q4 2018 earnings on Wednesday, beating expectations for ad revenue and user growth. In this eMarketer Analyst Insight, Senior Analyst Jasmine Enberg and Principal Analyst Debra Aho Williamson explain four key takeaways for advertisers.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're Apple's FaceTime security glitch, signals of a possible smartphone slowdown, and the latest developments at Facebook.

The recent news that Facebook is in early stages of combining the messaging features of several of its properties, as reported by The New York Times last week, raises many questions about how advertisers and users will be affected. In this eMarketer Analyst Insight, Debra Aho Williamson and Jasmine Enberg explain what it could mean for these two groups.

This report provides the key takeaways from our inaugural forecast on worldwide Snapchat users, as well as worldwide user data for Facebook, Instagram and Twitter.

In the latest episode of "Behind the Numbers," Debra Aho Williamson, principal analyst at eMarketer, discusses the underlying reasons internet users pick different social networks, and how Snapchat fits in, both in the US and worldwide.

Instagram’s future is deeply intertwined with Facebook. Much of Instagram’s ad business growth is largely due to the fact that extending an ad buy is as easy as checking a box in Facebook Ad Manager. And with features like Instagram Stories becoming highly successful, there's pressure to continue delivering hit marketing concepts.

In the latest episode of eMarketer's "Behind the Numbers," analyst Debra Aho Williamson highlights some of her predictions for social media in 2019. What's in store for Facebook? What pitfalls must Instagram avoid? Will the stories format continue to win over users?

After Facebook’s tumultuous year, the future of social media is in question. In this report, we predict what’s in store for 2019.

In the latest episode of "Behind the Numbers," forecasters Monica Peart and Eric Haggstrom dig into eMarketer's latest estimates for global social network use, highlighting markets where players other than Facebook show noteworthy uptake.

How big is the audience for Facebook's video channel, Facebook Watch, and how has the social network's video strategy evolved? In the latest episode of "Behind the Numbers," analysts Debra Aho Williamson and Paul Verna discuss Facebook's various video efforts and how they stack up against the competition.

Facebook took a drubbing all year long—or did it? The social network's usage edged down in the US as teens migrated to other platforms (among them, Facebook unit Instagram) and consumers worried about privacy and other issues. But the company also rolled out waves of new products and scored huge revenue gains. Throughout the year, "Behind the Numbers" tracked Facebook's challenges, triumphs and evolving ambitions.

Social behaviors are shifting to stories. Advertisers want to be where users are, but how can they create effective ad campaigns that drive results? We spoke with executives at Facebook, Instagram and Snapchat to get the secrets to story advertising success.

While Snapchat and Instagram may appear similar to users, marketers take very different approaches when they use these platforms.