Advertising & Marketing


How More Brands Are Reacting to Increased Online Competition

While a gap in ecommerce adoption between retailers and brand manufacturers used to be quite prevalent, it’s now common practice for brands to sell online, a trend that will continue to increase in 2019.

Five Charts: The State of Attribution

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

Rewarded video ads once were geared to in-game placement, but that’s changing. In the latest episode of “Behind the Numbers,” analysts Lauren Fisher and Nicole Perrin discuss rewarded video with Maggie Mesa, head of mobile at OpenX.

Inertia Prevents Marketers from Re-Evaluating Their Spend

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.

How Advertisers Are Navigating Changing Auction Dynamics

Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.

Martech Is Eating Up CMOs' Budgets

As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.

The Mistakes Marketers Make with Web Push Notifications

Web push notifications seem to be popping up everywhere, and that's the problem. Too often, marketers aren't waiting to demonstrate value before asking for the opt-in.

In the latest episode of “Behind the Numbers,” eMarketer’s Ross Benes talks with Jon Romano, vice president of agency development at SpotX, about how ad buyers accidentally overlook connected TV inventory.

Shoppers Have More Faith in Established Brands

Brand trust has a great deal of sway on purchase behavior, especially when shopping for big-ticket items. According to an October 2018 SurveyMonkey poll, 68% of US internet users said trust in a brand was very influential when making a major purchase.

In the latest episode of "Behind the Numbers," analysts Nicole Perrin and Lauren Fisher discuss dynamic creative optimization. How many marketers are using DCO, and how sophisticated are their efforts?

In the latest episode of "Behind the Numbers," analyst Nicole Perrin joins us in the studio to discuss consumer attitudes about advertising and why so many people are resistant to ads. Who are the ad blockers, what are they actively blocking, and what could help turn them around?

Many People Feel They Lack Control Over Their Personal Data

With data breaches a constant worry, many consumers don’t feel too confident in being able to control how their personal data gets used.

Legacy Tech Delays Digital Transformation

For many companies, it is necessary to regularly update their digital strategies in order to stay competitive. But old tech systems can make this an onerous task.

How Digitization Affects TV Ad Sellers

A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.

Should Unsubscribes Be a Cause for Concern?

No email marketer wants to see an unsubscribe. And even with providing post-unsubscribe check boxes to gather user feedback, motivations aren't always clear.

Shoppers Don't Fully Trust Retailers to Protect Personal Data

With reports of cybersecurity mishaps surfacing periodically, the retail industry has only a so-so reputation for protecting consumer data. In fact, data breaches have just become a part of doing business.

Protecting Customer Data Is a Top Challenge for CMOs

Data breaches and the threat of regulation have chief marketers on edge about data security.

Alibaba Is Counting on Lazada and New Technologies to Grow Singles' Day

Alibaba's Singles' Day, China's massive ecommerce festival held annually on November 11, has grown to surpass pretty much every other online shopping event in the world.

As America heads to the polls, brands find themselves in a tight spot, with more and more consumers tying their purchases to brands’ political stances. In an election day special edition of “Behind the Numbers,” we look at the data and what it means for marketers.

In this webinar, Nicole Perrin, eMarketer senior analyst, examines how brands are using dynamic creative to message more effectively to consumers and tell their stories across digital channels in a holistic and meaningful way.