Advertising & Marketing


Robertson Barrett, president of digital media at Hearst Newspapers, talks about the relationship between free sites and subscription content, and how advertisers feel about paywalls.

The dramatic rise of Netflix and other OTT video services has fundamentally changed viewing habits in the US, especially among younger users, but in the short run it can be easy to overrate that change.

In May 2018, all multinational marketers will have to comply with the EU’s General Data Protection Regulation (GDPR), which governs consumer data collection, storage and usage practices. But many of them remain unsure about what they need to do.

Josh Palau, vice president of digital strategy and platforms at Bayer Consumer Health, discusses how far marketers should go to maintain brand safety.

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.

Rolf Olsen, chief data officer of Mindshare North America, discusses how marketers are structuring holistic attribution to focus on the consumer.

Last year’s brand safety controversies stirred fears that advertisers would back away from platforms like Facebook and YouTube, but spending has continued to surge. Here are some ways that marketers are stepping up efforts to ensure their placements are brand safe.

New research from GumGum and Digiday reveals that more than two-thirds of US marketers polled in November 2017 said their brands—or brands they worked with—had been exposed to a brand safety issue at least once.

On average, US consumers are spending less time with articles on publisher sites. That trend is strongest on desktops and smartphones.

In today’s hack-prone environment, marketers must ensure that they are protecting their systems, their data, their customers and their reputation from potential disaster.

The global connected retail market was worth $19.46 billion in 2017, but it is estimated to reach $82.31 billion by the end of 2025, per new data from Transparency Market Research. The uptake in internet of things (IoT) will fuel this growth.

Brands might be more self-aware than you think. Some 40% admit personalization is creepy—at least according to data from InMoment, a customer experience provider.

Elyse Burack, marketing director at Boxed, explains how the company works to prevent a brand safety crisis.

In the latest episode of "Behind the Numbers," eMarketer analysts Nicole Perrin and Lauren Fisher discuss what advertisers, publishers and their partners are doing to ensure ads are placed appropriately.

Despite all the technological advances that digital publishing has achieved over the past two decades, slow-loading content remains one of the industry’s biggest scourges.

Ad tech consultant Rob Griffin discusses how companies can take attribution to the next level by aligning all departments and data sets to meaningful business key performance indicators (KPIs).

Dave Morgan, CEO of TV ad targeting firm Simulmedia, spoke with eMarketer about which digital applications are likely to find success within TV advertising and which products are overhyped.

Unsurprisingly, the Google/Facebook duopoly also reigns when it comes to video ads, finds new research. But Snapchat has barely made a dent in the space.

In the latest episode of the "Behind the Numbers" podcast, we're talking ... podcasts. How many people are listening, when are they listening, how are they listening, where are they listening? It's everything you wanted to know about podcasts but were afraid to ask.

In the latest episode of "Behind the Numbers," eMarketer analyst Lauren Fisher chats with Marc Goldberg, CEO of publisher verification firm Trust Metrics, about brand safety, fake news and fraud—and the relationship between all three.