Marketing Technology


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).

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.

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.

One way marketers can get a more clear view of their customer’s journey is by creating a data warehouse that centralizes marketing data across various channels, said Chris Wexler, senior vice president of media and analytics at ad agency Cramer-Krasselt.

Government regulation is the top obstacle threatening marketers’ data projects this year, according to a recent survey of US marketers by Winterberry Group and the Interactive Advertising Bureau (IAB).

Identifying the best channel metrics that align with companywide key performance indicators is a challenge at a time when marketers are overloaded with data and their companies are questioning those results.

Data science and analytics will be the technical skills most needed at ad agencies in the next two years, according to a poll by Marketing Land.

Companies may know that more advanced attribution practices are needed to prove marketing value in today’s complex media world, but that doesn’t mean they understand, or easily embrace, these practices.

We spoke with Grégoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about how his team works in collaboration with IT to roll out a new marketing technology.

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.

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.

Advertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential.

The push for more effective ad targeting remains one of marketers’ chief occupations. More than half of client-side marketers surveyed by Econsultancy and Adobe said leveraging data for more effective segmentation and targeting is among their top three organizational priorities this year.

Having too many data management systems in use is a daily challenge for 40% of the decision-makers and data managers Vanson Bourne and Veritas surveyed. A similar number of respondents said there are too many data sources to make sense of.

Half of US internet users have concerns about facial recognition, according to data from The Brookings Institution.

The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true.

The New York Department of Financial Services has launched an investigation into Facebook’s reported collection of data from third-party apps. According to The Wall Street Journal, the social media platform has been using partnerships with third-party apps to collect personal information on both Facebook and non-Facebook users.

Because of in-app ad spend's recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.