B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Short-form video offerings signal the platform’s push to become more than just a job-hunting site as it aims to compete for screen time with TikTok and Instagram.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

Social platforms agreed to tighten moderation of hate speech in the EU while loosening rules in the US, risking an unpredictable content environment.

Tools can streamline hiring but risk oversimplifying the competitive job market and could imperil HR roles.

Mobile-first gaming leads the charge into 2025: Smartphones and portable consoles are reshaping gaming as enhanced hardware makes premium mobile games a competitive force.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector’s fastest-growing ad channel.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

B2B marketers are embracing genAI-powered tools to enhance the effectiveness of their marketing initiatives. Marketing teams can use this technology in six valuable ways to drive better outcomes.

AI and ad revenues lift Microsoft’s fiscal Q1: Company’s AI-powered ad platforms draw advertisers amid enterprise cloud gains.

Gen Z is looking for “besties,” said speakers at ZCON, a conference featuring Gen Z speakers, creators, marketers, and business leaders. Speakers and attendees emphasized connections, personal branding on social media, platforms for networking, and more. Here are four takeaways from the event.

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.