Marketing Technology


The Problem of Consumer Consent in Marketing

Addressable advertising relies on being able to identify users to serve them the right message at the right time. But the identifiers that marketers use to do this are coming under threat as platforms and regulators work to improve data privacy and protection practices for consumers—namely by killing the third-party tracking cookie.

Digital Identity Crisis Will Be a Boon for Retail Media Sellers

One of the unique qualities of retail media advertising is the ability to use closed-loop attribution, tying ad engagements to sales. This is possible because the same company is running the ad and selling the product advertised. Brands often look to Amazon and Walmart.com because those sites facilitate closed-loop attribution—and with the ongoing disruptions to digital identity, this tool will likely provide even greater advantages to those who use it.

The Ad Platform: Advertising in the Personal, Permissioned Environment of Email

Publishers have renewed their focus on connecting directly with consumers via email after years of intermediation on social platforms. Kerel Cooper, senior vice president of global marketing at LiveIntent, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how consumers are engaging with those messages, and how publishers are monetizing them with ads.

Out-of-Home Advertising Now that Everyone's Inside

eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss what's next for out-of-home advertising now that the US is sheltering in place. They then talk about college football's TV ad inventory being in jeopardy, TikTok's data collection practices and the social platforms that small businesses are most likely to advertise on.

The World of Voice

eMarketer principal analyst Victoria Petrock and forecasting analyst at Insider Intelligence Peter Vahle discuss the wonderful world of voice: podcasts, radio and voice ads. They then talk about Google holding on to data, a new bill to ban facial recognition technology and a bunch of robots that can cook and serve food.

SAP’s CMO on What 5G Means to Marketers

Though US adoption of 5G is still in its early days and consumer knowledge of the technology is lagging compared with other countries, industry professionals are already anticipating what opportunities the wireless tech will bring.

eMarketer research analyst Man-Chung Cheung discusses the latest on the coronavirus pandemic in China. He explores the role of big data in managing the crisis, points out signs of a retail rebound and considers takeaways for the US and Europe.

Takeaways from NRF 2020

eMarketer principal analyst Andrew Lipsman and executive editor of the eMarketer Retail Newsletter Rimma Kats share firsthand accounts of the National Retail Federation’s annual trade show, focusing on retail personalization, returns, sustainability and more.

China Advertising Year in Review: Trends from 2019 that Are Here to Stay

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

Why Email Is (Unfortunately) Going Nowhere

eMarketer principal analysts Nicole Perrin and Jillian Ryan explain how email is changing in usage, measurement and personalization. They also discuss Netflix Q3 earnings, how companies struggle to top Google's search results and what matters to consumers when buying a new smartphone.

eMarketer vice president of content studio at Insider Intelligence Paul Verna speaks with Business Insider Intelligence senior research analyst Audrey Schomer and research associate at Insider Intelligence Daniel Carnahan about a recent report titled "Digital Trust Report 2020: How US social media users rank 9 major social platforms on privacy, safety, misinformation, ad annoyance and ad relevance." They break down the report into easy-to-understand bits and examine how users are helping to shape the popularity of the platforms examined in the report, available on eMarketer PRO.

The Ad Platform: Why the Buy Side Wants Log-Level Data

Programmatic transparency has come a long way in recent years, with many supply-side platforms (SSPs) now offering an interface for buyers to get log-level data. Amanda Martin, vice president of enterprise partnerships at Goodway Group, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why buyers are interested in this information, what is still making it difficult to understand and execute on, and her hopes for the future of transparency.

The Ad Platform: The Trouble with Real-Time Bidding and Personal Data Protection

When internet users open most websites or apps, a bid request broadcasts information about potential ad impressions far and wide. Johnny Ryan, senior fellow at both the Irish Council for Civil Liberties and the Open Markets Institute, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why real-time bidding as it's currently executed has personal data protection problems.

The Executive Roundtable: Rishad Tobaccowala on Managing Under Pressure, the 'New Strange' and Becoming an Author

Author and advertising industry luminary Rishad Tobbacowala joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the factors that led him to author his well-received book "Restoring the Soul of Business: Staying Human in the Age of Data," and the ways in which the volume prefigured the marketing challenges wrought by the pandemic.

In the New Coronavirus Reality, It's Time to Talk Privacy

eMarketer principal analyst Victoria Petrock and research analyst Mariel Soto Reyes at Insider Intelligence discuss consumer attitudes around privacy, facial recognition and privacy rules and regulations. They then talk about how much the coronavirus has influenced contactless technology usage and whether virtual reality affects your eyes.

After seeing a lot of jewelry options in-store, particularly those that tarnished quickly, fashion and accessories brand Kendra Scott launched 18 years ago to fill a gap in the market.

Consumers Warm Up to Facial Recognition to Keep Them Safe, but for Marketing and Advertising, No Thanks

As facial recognition systems become increasingly accurate, more governments and law enforcement organizations are tapping them to verify people’s identities, nab criminals and keep transactions secure.

For Meal Subscription Service Freshly, Evolving Lifestyles and a Flood of Customer Data Are Helping Bolster Growth

Consumers are constantly in search of convenience, particularly in the form of timesaving. In the past 12 months, numerous direct-to-consumer (D2C) meal plan services have emerged, offering consumers an alternative solution to home cooking without paying a dreaded visit to the grocery store—or spending time trying to figure out a recipe.

Location-Based Advertising Is Becoming More Costly

Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.

The Weekly Listen: EU Orders Facebook to Delete Content and Are Our Phones Listening to Us?

eMarketer principal analysts Mark Dolliver and Nicole Perrin, along with junior analyst Blake Droesch, discuss the latest EU ruling against Facebook, whether our phones are listening to us, Uber’s new jobs app and more.