Advertising & Marketing


Corporate social responsibility appeals to millennials—a generation of researchers who value authenticity, transparency and reliability.

Consumers don’t fully trust retailers with their data. But, they’ll put their reservations aside for the right price.

Amid prevalent data breaches and growing consumer distrust over personal data, regulators are becoming more stringent on imposing fines for those who violate privacy laws.

In the latest episode of "Behind the Numbers," Andrew Lipsman, principal analyst at eMarketer, details the emergence of digitally native consumer brands and how they developed so much heft in a relatively short period of time.

Smart glasses, like Google Glass, failed in the consumer space but are finding success in workplaces.

Roku, the David to the connected-TV-device Goliaths (Apple, Amazon and Google), is differentiating itself by expanding its advertising business.

In this on-demand Meet the Analyst Webinar, eMarketer senior analyst Mark Dolliver, shares what digital marketers can expect, and insight on how to prepare your strategy for the year ahead. Topics discussed include digital’s reinvention of physical retail, voice technology, social media and more.

The ecommerce giant is leveraging its trove of first-party data to help brands target prospective customers with free swag.

With spend on marketing technology increasing, many marketers are investing more dollars into data management products.

The TV and OTT landscapes continue to shift and slide as consumers adopt digital video and streaming options, and the companies producing long-form content make bets on where audiences will spend their time. Here are eight digital video market predictions for 2019.

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.

Out-of-home advertising is weathering the digital storm better than other legacy ad mediums. It offers measurability and continues to evolve by embracing digital technologies like automated ad buying.

To satisfy their most loyal advertisers, some media companies are creating new data-driven ad products and services.

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

Some marketers are taking control of their campaigns by in-housing various advertising services such as ad creative, social and search.

In the latest episode of eMarketer's "Behind the Numbers," analysts Karin von Abrams and Bill Fisher break down eMarketer's latest estimates for programmatic in the UK, Germany and France, and discuss market outlooks amid heightened regulatory oversight and growing privacy concerns.

Retail executives and consumers in the US, the UK and Australia have widely disparate expectations about artificial intelligence's (AI) and virtual reality's (VR) effects on the retail sector

Artificial intelligence is no longer just a buzzword, and hefty investments signal that stakeholders are planning to ramp up efforts in 2019.

eMarketer's "Do You Have a Second?" is a mini-podcast that offers a quick hit of the latest digital data. Today, we're talking about Super Bowl ads, Nielsen and Google's new cross-device measurement deal, and 5G smartphones.

Consumers are fed up with digital ads. Even though ad blocking has faded out of the headlines, usage rates are still significant as a result of bad advertising experiences across the board. Now the advertising industry has to earn consumers' trust back. We talked to publishers and ad tech execs about how they are looking to improve digital ads and reduce ad blocking use.