Marketing Technology


As the relationship between brands and their partner agencies continues to evolve, more brands are looking to bring projects in-house, citing cost as a factor. For Cars.com, however, bringing digital media buying in-house was primarily motivated by the desire to have more control over data, though cost was another consideration.

For the vast majority of marketers, there’s no longer any question of whether they should have a tech stack. However, these solutions are constantly maturing and evolving to meet marketers’ needs as vendors continue to innovate offerings, and marketing organizations better understand how technology can serve them. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in marketing and advertising technology

How are personlization strategies being executed? Is there difference between relevance and personalization? How does AI fit in? We ponder these questions with eMarketer principal analyst Nicole Perrin.

eMarketer principal analyst Nicole Perrin and vice president of multimedia Paul Verna ponder the big questions facing US antitrust regulators as they consider how to deal with the outsized influence of tech giants Amazon, Apple, Google and Facebook.

Direct-to-consumer (D2C) brands thrive on their abilities to build strong customer relationships, optimize data and identify the unmet needs of modern customers. More and more, brands see these digital natives as a threat.

As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.

It’s been one year since GDPR became enforceable and marketers are still anxious about data regulation. Since the law went into effect, ad trade groups have become more accepting of outside regulation but they still want to shape the laws that affect their industry.

eMarketer is pleased to moderate a Tech-Talk Tuesday presentation for our EMEA audience featuring Paul Murrell, Director of Strategic Partnerships at Boxever. Paul will share the steps needed to unleash decisioning and 1:1 personalisation in your organisation.

Finding the right balance when serving personalized content to consumers can be tricky. But marketers that do this successfully understand that fostering better communication with their target audience is key.

With consumer privacy concerns at an all-time high and US regulation a certainty, advertisers must shift from a "bigger data is better data" mentality to a more mindful data-driven marketing focus. We spoke with Nicolas Bidon, CEO of WPP’s agency trading desk Xaxis, about how this transition inevitably leads to in-housing for some marketers—and why that’s not necessarily a bad thing.

eMarketer principal analyst Nicole Perrin walks us through the implications of the British Airways data breach. She also discusses 2019's podcast revenues and helps you decipher when you see a digital political ad.

eMarketer vice president of content studio Paul Verna discusses YouTube’s changes to video suggestions. He also explores the popularity of hearables vs. smartwatches and asks: “When it the perfect time to send an email?”

Marketers constantly strive to provide cohesive and tailored experiences to consumers. But recent data from Infogroup shows that many still miss the mark.

Connected TV inventory is growing like weeds. We expect that more than half of the US population (57.2%) will watch connected TV in 2019, up from 51.7% in 2017. And the time they spend watching will increase too, which means the amount of connected TV inventory available to advertisers is proliferating.

Direct-to-consumer (D2C) companies continue to disrupt traditional retail, and taking note of their marketing investment strategies might benefit traditional retailers that see these digitally-native newborns as competition.

eMarketer principal analysts Lauren Fisher and Karin von Abrams, senior analyst Bill Fisher and research analyst Matteo Ceurvels reflect on the first year of the European Union's General Data Protection Regulation (GDPR). How has it affected business and everyday life? And what does the future hold for similar legislation in the US and elsewhere?

Research firms and vendors have varying methodologies and definitions for ad fraud, which creates divergent forecasts. Estimates of recent annual losses to digital ad fraud range from $6.5 billion to $19 billion. Some of the most definitive statistics come from anti-fraud vendor White Ops and advertising trade group the Association of National Advertisers (ANA).

While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.

While the ability to identify customers across marketing channels has improved, most marketers still struggle to deliver data-driven experiences across all touchpoints.

According to a November 2018 study from AllianceData, a majority of the consumers surveyed said they want more control over email frequency and the content they receive from brands. Meanwhile, just a small number of marketers said they are meeting those needs.