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

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.

Connected TV ad spending is increasing significantly, but it still faces issues when it comes to the fragmentation of inventory, lack of standardized measurements, frequency capping and ad fraud. In our newest report on US digital video, we looked at connected TV’s limitations and what leaders in the industry think.

More people are leaving pay TV for digital alternatives, as TV networks increase their subscription costs and end promotional prices.

Digital and mobile video viewership, adoption of subscription over-the-top (OTT) services and video ad spending are on the rise throughout the world as audiences, programmers and advertisers continue to shift focus from traditional to digital platforms.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

eMarketer principal analyst Nicole Perrin and head of content studio Paul Verna discuss the Department of Justice’s new antitrust review, why consumers only consider a few brands, NBCUniversal’s streaming service launch date and Microsoft's Cortana.

Media and entertainment companies are increasing their digital ad spend at a greater rate than other verticals as revenues surge in the music and film industries and digital video and gaming platforms try to outcompete one another.

Subscription-based video is growing across a broad spectrum of services, from on-demand platforms like Netflix to aggregators that deliver live TV over the internet.

Our two-part attribution series focuses on holistic attribution. It explores best practices for implementing attribution at the organizational level and balancing channel- and company-level KPIs.

This report gives an update on the major TV networks’ advanced targeting offerings ahead of the 2019-2020 TV upfront sales season.

In this episode of "Behind the Numbers," eMarketer principal analysts Yory Wurmser and Paul Verna cover the importance of voice to marketers, the new video streaming services from AT&T and NBCUniversal, and why Airbnb is investing in TV content. "Behind the Numbers" is sponsored by LinkedIn Marketing Solutions. Listen in.

This year, US advertisers will spend two-thirds of their digital budgets on mobile placements. Mobile ad spending has taken the majority of digital spending every year since 2015, and both search and display spending skew heavily mobile. But, even though it falls under the display umbrella, video is the only digital ad format where more ad dollars are still spent outside mobile channels.

US digital video ad spending is on track to exceed our previous forecasts, while TV also got a bump thanks to increased political spending in H2 2018.

Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on business KPIs. But how do firms balance business KPIs with their channel-level ones? We share tips and best practices.

With viewers, content and ad dollars continuing to flow to digital platforms, it is more important than ever to adopt best practices in video and TV advertising, and to coordinate them across the entire device spectrum.

Holistic attribution is a must if companies want to understand the incremental effects of their marketing efforts on key performance indicators (KPIs). It is difficult to achieve, but companies can make the move, so long as they follow necessary steps.

Netflix is still the king of streaming, but will its subscription-based model be able to sustain the business as cheaper, ad-supported platforms enter the streaming space?

In the latest episode of eMarketer's "Behind the Numbers," we're joined by Linda Yaccarino, chairman of advertising sales and client partnerships at NBCUniversal. Speaking with eMarketer’s Paul Verna, Yaccarino discusses a wide range of topics, including the need to reduce ad loads, the marketplace impact of new brands and the debate over measurement.

As Netflix moves to lift its subscription prices, new streaming services are looking to chip away at its base. In the latest episode of "Behind the Numbers," we take a look at the expanding list of competitors in the streaming space, and how consumers may respond.