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.

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 chatting about Apple's surprise revenue warning, Roku's move to sell video subscriptions, and bots everywhere.

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.

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.

Advanced targeting on TV and cross-screen placement of video ads are hot advertising topics. This report examines their likely influence on deals conducted during the 2018-2019 TV Upfronts, Digital NewFronts and beyond

Digital video spending is growing on both ad-supported and subscription-based platforms, while TV ad spending will decrease for the first time since the Great Recession. Time spent on each of those mediums is following similar patterns.

US subscription-based video providers are growing their user bases and revenues as audiences move from traditional pay TV toward digital services they consider more affordable and flexible.