Gen Z is a tough generation for retailers to figure out. They grew up on the internet, but don't like to be targeted with ads there, and crave authenticity in all of their interactions. We parsed the research to help retailers figure it out.

Not only will Google and Facebook continue to dominate in the UK, but their combined share of the digital ad market will also continue to rise. This year, it will reach 63.3%, up from 62.7% last year, according to eMarketer’s latest UK digital advertising forecast.

Snapchat has been busy lately trying to woo marketers. While we predict that Snapchat will cross $1 billion in US net ad revenues in 2020, reaching this milestone took longer than anticipated.

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.

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 the latest financial results at Twitter and Snapchat, Spotify's purchase of podcast properties, and a food (delivery) fight.

Snap Inc. reported Q4 2018 earnings Tuesday and, like Facebook, beat expectations for revenue and usage. In this eMarketer Analyst Insight, principal analyst Debra Aho Williamson and senior analyst Jasmine Enberg explain four key takeaways for advertisers.

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.

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.

Our latest UK programmatic ad spend forecast indicates that strong growth remains, despite economic and privacy-related concerns. This year, 87% of all digital display ad spend will flow through programmatic pipes, and that will rise to 89% by 2020.

Mobile video ad spending will grow at a steady clip over the next few years. New ad units and formats like rewarded ads, 6-second nonskippable ads and vertical videos growing in importance for marketers.

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.

In the past few years, some key ecommerce players—including Amazon, China’s Alibaba, and eBay—have rolled out visual search tools that allow users to submit images as queries instead of text.

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.

In the latest episode of "Behind the Numbers," the first in a two-part series, eMarketer demographics specialists Mark Dolliver and Jennifer Pearson discuss kids and screens—and how parents approach the mix.