Media Buying


While the number of US marketers that use Pinterest continues to steadily rise, the platform is trying to increase advertisers’ interest by expanding its search products and diversifying its audience by adding more male users.

eMarketer’s Lauren Fisher recently spoke with Lorne Brown, CEO of Operative about how TV businesses are looking at programmatic as a way to win some digital ad dollars from the Facebook-Google duopoly.

Smaller ad players in China are nipping at the heels of Baidu, Alibaba and Tencent (BAT) as programmatic ad spending grows faster than expected. According to eMarketer’s latest programmatic ad forecast for China, category spending will increase more than 33% to ¥208.55 billion ($30.86 billion) in 2019.

According to a new study of US publishing executives, programmatic is leading people to worry more about downward pressures on CPMs than tech taxes or latency.

With more content available than ever before, the number of Germans watching digital video is surpassing expectations. YouTube, along with Amazon and Netflix, are driving growth by offering more original content for the German market.

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

The podcast ad market is taking off as people increasingly tune in. But large brand advertisers still want better measurement and analytics before they really buy in.

In the latest episode of "Behind the Numbers," eMarketer's Karin von Abrams and GlobalWebIndex's chief research officer, Jason Mander, highlight key data from the new Global Media Intelligence report.

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

Amanda Martin, director of enterprise partnerships at Goodway Group discusses why it’s a no-brainer for programmatic buyers to bring historically traditional media channels under the broader automation umbrella.

While Snapchat and Instagram may appear similar to users, marketers take very different approaches when they use these platforms.

Despite all of the controversy surrounding Facebook, marketers are not leaving the platform. In fact, the number of US marketers using Facebook continues to increase.

How does the average person in China use digital? In the latest episode of "Behind the Numbers," eMarketer's Man-Chung Cheung and Shelleen Shum dig into data about internet use, mobile, time spent with media and more.

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

In the latest episode of eMarketer's "Behind the Numbers," analysts Gerard Broussard and Paul Verna discuss the reasons ad spending on advanced TV is growing—and why it still hasn't fully taken off yet.

With digital marketing constantly evolving, marketers are frequently on the lookout for new tactics and technologies that could improve margins and increase revenue. But for those looking to change up how they evaluate their media spend, there are network effects and sunk costs that interfere.

A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.

Fraudsters are trying to make a buck off the ad dollars that flow to mobile. Some research suggests that more than one-quarter of app installs are fraudulent.