Marketing Technology


The speed and efficiency of automated ad buying makes it attractive for political advertisers working under tight schedules.

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.

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.

Marketers are drowning in information. And sometimes it makes more sense for them to scrap the excess data than to sift through and make sense of it.

An ANA survey indicates that cost savings are why most brands turn to in-housing. While other in-housing benefits are nice, the research shows that they are often ancillary.

US companies can still be affected by the GDPR if they have EU customers or audiences. News publishers like the Los Angeles Times and Newsday have blocked traffic from the EU rather than risk being fined.

Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.

Casie Jordan, director of professional services at MoPub, spoke about how app publishers are adjusting the ways they sell inventory programmatically.

Gawain Owen, UK digital strategy director at Jellyfish, explains how brands are making the decision to in-house their programmatic advertising efforts.

In the latest episode of "Behind the Numbers," ad tech expert Lauren Fisher and digital advertising specialist Nicole Perrin talk with Neustar’s vice president of marketing solutions, Michael Schoen, about the deterministic data misconception.

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.

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

Earlier this week, Apple CEO Tim Cook praised the EU’s General Data Protection Regulation and advocated for stricter privacy laws in the US. Whenever the head of the world’s first $1 trillion company applauds regulation, people take notice. But Cook isn’t the only one in the business world who believes more data laws are coming our way.

With web browsers cracking down on ad trackers, data privacy laws going into effect and data breaches remaining ever present, it is presumably not a great time for marketers to be dependent on data that they acquire from other companies.

In a recent survey of 190 marketing influencers worldwide conducted by Ascend2, 63% of respondents said that data-driven personalization is a difficult tactic to execute.

About one-third of publishers are using CMPs to collect and store their user consent data in an attempt to avoid fines for data misuse.

Audience segmenting, ad targeting and data analysis are just some of the tasks that marketers are applying artificial intelligence to.

Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.

According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.