The last US recession—which lasted from December 2007 to June 2009—resulted in two straight years of US ad spending declines. As the coronavirus spreads worldwide more than a decade later, the US faces what looks like another economic downturn.

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

Programmatic ad spending will reach $59.45 billion in 2019, accounting for 84.9% of the US digital display ad market. This report looks at the trends driving investment to $81.00 billion by 2021, breaking it down by transaction type, format and device.

Putting together the automation requirements for programmatic TV.

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.

Programmatic buying for TV is still developing, and two issues the industry is still grappling with are brand safety and viewer experience. eMarketer’s principal analyst Lauren Fisher spoke with David Dworin, vice president of advisory services at TV supply-side platform (SSP) FreeWheel, about the areas of opportunities for programmatic enablement of linear TV advertising.

In the latest episode of "Behind the Numbers," analyst Lauren Fisher discusses the ways that programmatic is being used for audio, out-of-home and TV ad buys. What's driving the changes, and what stands in the way of faster growth?

eMarketer’s Lauren Fisher recently spoke with Lorne Brown, CEO of Operative about how TV businesses are looking at programmatic as a way to win some digital ad dollars from the Facebook-Google duopoly.

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.

Growth estimates and the key near-term drivers for addressable, programmatic, and over-the-top TV.

In the first of a three-part series on digital video and TV, analyst Paul Verna breaks down the data on ad spending and subscription fees. When will digital video ad spend catch up with TV ad spend? How much subscription income is flowing into services like Netflix and Hulu?

This third annual StatPack compiles key metrics around digital video, television and the relationship between them.

Today, more than four of every five US digital display ad dollars transact programmatically. This report looks at the trends driving programmatic ad spending to $68.87 billion by 2020, breaking it down by transaction type, format and device.

Video monetization is strong across advertising and consumer-supported platforms, signaling overall health in the market. As new digital platforms emerge and existing ones solidify their positions, viewing continues to veer away from linear TV and toward digitally connected screens of all sizes and types.

Connected TV advertising is expected to grow, albeit not as fast as many would like, and certainly not as fast as audiences are embracing this platform for consuming content. Industry experts are optimistic that the ad dollars will eventually catch up with consumer adoption.

According to our latest forecast, a record number of US consumers will have pulled the plug on pay TV by the end of this year. In order to slow the viewer exodus, traditional TV providers are teaming up with an unlikely partner: OTT services.