Advertising & Marketing


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.

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

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.

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.

Creative professionals would rather work on projects centered around emerging technologies than spending more time coding, according to a recent study.

Quartile's Daniel Knijik and Alfaparf's Andrea Omodei explain why Amazon is an important sales and marketing tool for brands expanding internationally.

Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

Heather Watson, consulting and behavioral insights lead at research and solutions firm CGK, discusses how to market to teens on YouTube and the importance of having an authentic brand personality across platforms.

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.

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.

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.

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?

Dynamic creative optimization (DCO) uses multiple data feeds to create a personalized ad experience. To get the most out of those feeds, marketers can employ artificial intelligence (AI) to automate multiple facets of DCO. Prajwal Barthur, InMobi's director of products for advertising platforms, talked to eMarketer's Nicole Perrin about how marketers can take advantage of AI as they rely more on DCO for more personalized ad campaigns.

Consolidation in the ad industry and straightforward labels could make data-driven advertising easier to comprehend and navigate.

Today marketers have a treasure trove of customer data that they can use to target their messaging. But the next step in ad personalization is dynamic creative optimization, which allows for more effective customization of the consumer ad experience. Greg Sobiech, founder and managing partner at digital consultancy Delve, spoke with eMarketer's Nicole Perrin about what's involved in dynamic creative optimization and the hurdles to execution.

Industry experts weigh in on the magnitude of ad blocking, whether technology can solve the problem and the effects of GDPR.

eMarketer's chief innovation officer Geoff Ramsey recently spoke with Bill Duggan, group executive vice president of the ANA to discuss Amazon, trust and digital creative.