Programmatic ad spending will account for 93.6% of total UK display ad spending this year, or £7.90 billion ($10.09 billion). Open exchanges, though, will account for a diminishing proportion of that total; spend declined 2.4% in 2020.

"Volatility" has been the watchword of the pandemic in regards to programmatic display ad buying. Nicolas Bidon, CEO of Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the programmatic media firm has experienced in recent months, and what's coming as targeting and attribution challenges mount.

The pandemic has hastened the digital future, but ill-conceived marketing tactics predicated on current events should be avoided. UK consumers are more wary of empty marketing rhetoric, so a mindful approach should be cultivated.

Young consumers have led the way in terms of digital habits and consumption through the pandemic, but older age groups have been forced to catch up. Some old habits may die hard in these groups, but the digital future has definitely been hastened.

In light of the coronavirus pandemic, we have revised our US mobile ad spending forecast. This report puts the new numbers in context.

While the coronavirus pandemic has yet to reach its apex, it’s clear that mobile ad spend will fall significantly in the short-term, not rise as we expected in our most recent estimates.

Programmatic transactions for digital display account for 86.4% of the market in Canada this year, even though global privacy reform and device tracking protections are making it more challenging to execute.

Programmatic ad spending will account for 90.0% of total UK digital display ad spend this year, or £5.81 billion ($7.75 billion). Of that proportion, programmatic direct will make up 65.5%, with social media spend underpinning that figure.

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.

Digital audio content—and advertising—is gaining momentum.. How are marketers approaching streaming audio, podcast and smart speaker advertising? Read on.

With consumer privacy concerns at an all-time high and US regulation a certainty, advertisers must shift from a "bigger data is better data" mentality to a more mindful data-driven marketing focus. We spoke with Nicolas Bidon, CEO of WPP’s agency trading desk Xaxis, about how this transition inevitably leads to in-housing for some marketers—and why that’s not necessarily a bad thing.

With digital marketing constantly evolving, marketers are frequently on the lookout for new tactics and technologies that could improve margins and increase revenue. But for those looking to change up how they evaluate their media spend, there are network effects and sunk costs that interfere.

Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.

Harry Harcus, managing director for the UK and pan-regional at Xaxis, explains how to move beyond the basics of viewability.