Media Buying


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.

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.

Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director of digital strategy and integration at ad agency Crossmedia, said that agencies should embrace audits because they facilitate transparency, which brand clients demand more of.

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.

Newspapers and magazines have seen declining print revenues for years and hoped digital would make up for those losses. But even as the US digital ad market will grow by 19.1% this year to $129.34 billion, newspapers and magazines aren’t seeing increases nearly that big.

This year, US advertisers will spend two-thirds of their digital budgets on mobile placements. Mobile ad spending has taken the majority of digital spending every year since 2015, and both search and display spending skew heavily mobile. But, even though it falls under the display umbrella, video is the only digital ad format where more ad dollars are still spent outside mobile channels.

Reddit may be a small digital ad player, but it has an audience too unique to ignore. In today’s eMarketer Daily Forecast, senior forecasting director Monica Peart explains why advertisers are interested in reddit and how many users we expect the social platform to reach. Tune in.

Apple is expanding its digital media presence at a time when iPhone sales have slowed. Earlier this week, Apple unveiled several new media products, including a subscription news app, gaming platform and video streaming service.

Following a cleanup of its platform and revamped ad model, online social blog reddit is on pace to more than double its ad revenues by 2021. reddit’s ad business will grow nearly 55%, crossing the $100 million mark this year, according to eMarketer’s latest US ad forecast.

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.

We forecast that native video will make up 38.1% of US digital video ad spending in 2019, but it won't take a much larger share in the near future.

We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. But the bulk of native ad spend will go to social media platforms.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Paul Verna talks about March Madness and the NCAA men’s and women’s basketball tournaments. He explains who's watching, how they're watching, and how much advertisers are dropping on the Final Four event.

In today’s “eMarketer Daily Forecast” video, senior director of forecasting Monica Peart tees up the numbers for Amazon’s ad business. Tune in.

With Sizmek’s bankruptcy in the news, it’s a great time to learn why payments are such a big deal in the programmatic display ecosystem. In this latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin talks with Will Luttrell, CEO and founder of programmatic advertising transparency firm Amino Payments.

Digital will account for 50.1% of total media ad spending in 2019, reaching the halfway mark for the first time.

Data-sharing scandals and public outcry keep driving Facebook to change its ad targeting features. Here’s a list the ways Facebook has changed how ads can be targeted on its platform.

Not only will Google and Facebook continue to dominate in the UK, but their combined share of the digital ad market will also continue to rise. This year, it will reach 63.3%, up from 62.7% last year, according to eMarketer’s latest UK digital advertising forecast.

Facebook and Google may be under pressure from media, governments and the public, but based on our latest estimates, advertisers don’t appear to be uncomfortable with the digital duopoly—at least, not enough to stop spending there.

The typical native display ad is mobile, social and purchased programmatically—and that’s not expected to change over the next couple years, as the native ad market continues organic growth.