Media Buying


Connected TV households now make up nearly three-quarters of all US households, but those penetration levels don’t necessarily add up to a huge advertising market—yet.

Programmatic audio is growing, but it is hampered by a lack of scale, disagreement over ad specs and reluctance from ad buying platforms to build audio-specific features.

Ubisoft grew its programmatic operation and took more control over ad purchasing. Ken Tran, the video game company’s director of performance media, says cost considerations weren’t the only reason for the changes.

The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks in 2017. eMarketer has curated this Roundup of articles, insights and interviews to help you reach social media users effectively.

Data privacy concerns are driving ad buyers to work closer with their publisher partners.

YouTube's recent removal of Inforwars videos illustrates why brand safety is one of the biggest challenges in digital ad buying. Here are five charts explaining the current state of the space.

Advertisers want to build their own ad buying platforms to reduce tech taxes, but they need deep pockets to make it happen.

Many marketers now want to combine individual- and household-level targeting practices to better realize core marketing objectives.

Mark Jablonowski, managing partner and CTO of DSPolitical, explains how precise to get with targeting for political campaigns.

Michael Hayes, chief revenue officer and CMO of UberMedia, discusses how individual-level targeting is still in its infancy, and why’s that’s not necessarily a bad thing.

Although their children are digital natives, many US parents worry their kids are too enthralled by device screens. But the remedies have downsides, too.

Snap Inc.'s share price stumbled Wednesday after the company disclosed user growth that failed to meet Wall Street expectations. But that reaction obscures gains for Snapchat's programmatic advertising platforms.

Despite rapid growth, mobile advertising has been hampered by fragmented formats and standards, which limit what marketers can do with the newer and richer types of mobile marketing data available. Improved measurement and transparency is key! eMarketer has curated this Roundup of articles, insights and interviews to help you understand mobile measurement and targeting.

The top challenge of addressing ad quality issues is tracking down bad actors in the supply chain.

Brian Wong, co-founder and CEO of Kiip, discusses the benefits of taking ad campaign reporting to the blockchain.

The Guardian’s ad-buying test shows that domain spoofing is rampant for video inventory, but not display.

Advertisers aren't any happier than consumers when the same ad keeps getting served over and over and over. The challenge is figuring out when ad frequency reports are accurate.

Greg Bayer, senior vice president of product at Nielsen Marketing Cloud, talks about how marketers can blend their targeting efforts to control reach and frequency and, therefore, avoid overspending on ads.

Eddie Revis, senior director of marketing communications at Chobani, discusses the brand's approach to building targeted campaigns at the individual and household levels.

Like their advertiser brethren, publishers are culling their programmatic vendors.