Marketing Technology



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Some People Say Their Data Is Worth More than Their Car

Aug 14, 2018

Recent controversies over data security may be amping up consumer concerns about privacy. A new survey asked how much consumers valued their data. The answer was simple: a lot.

How Much Are Companies Spending on Technology?

Aug 13, 2018

A third of mid-market companies spend at least 5% of their total revenues on technology, according to Deloitte.

What’s Holding Programmatic Audio Back?

Aug 10, 2018

Programmatic audio is growing, but it is hampered by a lack of scale, disagreement over ad specs and reluctance from ad buying platforms to build audio-specific features.

Marketing Data Isn’t Just for Ads Anymore

Aug 10, 2018

Many companies now use big data to optimize their marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power their product and merchandising efforts.

How Brands Connect Marketing and Merchandising Data for Real-Time Results

Aug 09, 2018

Jim Hertzfeld, chief strategist at digital agency Perficient Digital, discusses how some brand marketers are connecting marketing data to merchandising data to maximize the value of what's available to them.

Mining Google and Amazon for Search Data Can Lead to Marketing Gold

Aug 09, 2018

Wes MacLaggan, senior vice president of marketing at Marin Software, discusses why marketers need to keep mining search and other types of data to stay competitive.

Identity and Attribution Roundup 2018

Aug 08, 2018

Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it's early days for those actively pursuing it. eMarketer has curated this Roundup of articles, insights and interviews to help you unravel identity and attribution.

Will AI Change How People Approach Creative Work?

Aug 08, 2018

Advertisers and artists believe that artificial intelligence will boost their output over the next two years.

How GDPR Is Moving Ad Budgets Toward Private Marketplaces

Aug 07, 2018

Data privacy concerns are driving ad buyers to work closer with their publisher partners.

Marketers Worry that Vendors Expose Them to GDPR Fines

Aug 06, 2018

A recent survey signals that GDPR is still a worry for marketers. Many feel that it’s not enough to merely have their own data in check. It’s also necessary to get their tech partners aligned with the law. But this is not an easy task to pull off because, unlike marketers, vendors often do not have direct relationships with consumers.

Why CMOs Are Agonizing Over Data Breaches

Aug 03, 2018

Data breaches are proliferating at a time when marketers are becoming increasingly reliant on user data.

Are Publishers Becoming More Like Tech Vendors?

Aug 03, 2018

Trei Brundrett, COO of Vox Media, discusses why licensing software makes sense for some ad sellers.