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Making Marketing Attribution Work Means Choosing the Right Metrics

Mar 18, 2019

Identifying the best channel metrics that align with companywide key performance indicators is a challenge at a time when marketers are overloaded with data and their companies are questioning those results.

Advertisers Spend More on Native, but Favor the Same Formats

Mar 18, 2019

The typical native display ad is mobile, social and purchased programmatically—and that’s not expected to change over the next couple years, as the native ad market continues organic growth.

Will Ad Measurement Challenges Stifle OTT Growth?

Mar 15, 2019

Despite OTT ad spend's surge, it’s still small compared with the $69.2 billion that US advertisers are projected to spend on linear TV. For some advertisers, measurement challenges prevent them from investing more in OTT.

Social Video Ad Spending Will Grow 44% by 2021

Mar 11, 2019

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.

Do People Actually Want Personalized Ads?

Mar 04, 2019

The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true.

What a Difference an 'E' Makes

Mar 04, 2019

What happens when you add the letter 'E' to 5G, as AT&T is planning to do by changing the LTE symbol to 5GE?

Will Facebook’s Latest Scandal Affect Its Ad Business?

Feb 28, 2019

The New York Department of Financial Services has launched an investigation into Facebook’s reported collection of data from third-party apps. According to The Wall Street Journal, the social media platform has been using partnerships with third-party apps to collect personal information on both Facebook and non-Facebook users.

Still Early Days for TV Ad Innovation

Feb 27, 2019

Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.

Why Have We Raised Our Twitter Forecast?

Feb 22, 2019

Big news means bigger earnings for Twitter—and their Q4 2018 revenues, which beat expectations, proves that the company was able to leverage its real-time conversation appeal to bolster video ad sales during the big news events of the past year.