Marketing Technology


The data generated by programmatic bidding can be used to target audiences, map out users’ customer journeys and optimize campaigns.

About two-thirds of brand marketers surveyed by Sizmek prioritize reducing the number of middlemen they do business with.

For many companies, it is necessary to regularly update their digital strategies in order to stay competitive. But old tech systems can make this an onerous task.

Max Jaffe, programmatic practice lead at ad-buying firm GroupM, spoke about how programmatic advertisers are creating more direct routes to the publishers they buy inventory from.

The glut of big tech deals and consolidation is, in some ways, reflective of what’s going on in the broader economy. According to Dealogic, global M&A deals are on pace to reach $4.8 trillion this year, which would set a record.

Among the capabilities that marketers are not yet deploying, those related to personalization were considered to be one of the most helpful tactics in improving advertising results, according to a study by RevJet and Forrester Consulting.

Join eMarketer senior analyst, Nicole Perrin for an Analyst Webinar as she unveils seven predictions of maturing stacks and customer data to new programmatic infrastructures and the evolving role of AI. Learn from our sponsor, Criteo and interact with your digital marketing peers.

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?

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.

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

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

With data breaches a constant worry, many consumers don’t feel too confident in being able to control how their personal data gets used.

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

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.

Data breaches and the threat of regulation have chief marketers on edge about data security.

Roughly 30% of the time, there are missing blanks in the information that marketers receive to inform their attribution efforts, according to Kochava.

The ballooning marketing tech landscape puts marketers in a tough position to develop a cohesive technology strategy.

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

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.

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.