Media Buying


The adoption levels of programmatic buying in Europe vary by country, but they're growing rapidly. Three new reports explore trends driving programmatic spending in France, Germany and the UK.

As new voice tech has emerged, functions normally embedded in phones have begun shifting to smart headphones, aka hearables.

Marketers rely heavily on third parties for analytics and technology building. Many are looking to trim their overall vendor counts when it comes to demand-side platforms and supply-side platforms, but are looking for new partners for customer data platforms, while others are building their own tech in-house.

Kids continue to be an anomaly of the digital era. While few have smartphones or inhabit the social networks that preoccupy teens and adults, their sheer amount of screen time nonetheless manages to feel like a national crisis.

In the latest episode of "Behind the Numbers," analyst Lauren Fisher discusses the ways that programmatic is being used for audio, out-of-home and TV ad buys. What's driving the changes, and what stands in the way of faster growth?

In the latest episode of "Behind the Numbers," eMarketer's demographics specialists, Mark Dolliver and Jennifer Pearson, consider the latest data about children's screen time. How much time are kids spending in front of screens, and what does it mean for their health and well-being?

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.

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

The US often leads the pack in terms of digital advertising adoption and innovation. But that’s not the case with programmatic audio.

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.

Advertisers are investing in products that help them accurately identify the audiences they plan to target. In recent years, a few ID consortiums launched to give advertisers an audience identification alternative to the Facebook-Google duopoly.

In our new report, "Ten Key Digital Trends for 2019," we predict some hard times for Facebook—but not so hard that the Facebook-plus-Google duopoly will loosen its grip on digital ad revenues.

Programmatic buying for TV is still developing, and two issues the industry is still grappling with are brand safety and viewer experience. eMarketer’s principal analyst Lauren Fisher spoke with David Dworin, vice president of advisory services at TV supply-side platform (SSP) FreeWheel, about the areas of opportunities for programmatic enablement of linear TV advertising.

Did you know that digital advertising in the US is on pace to surpass traditional media ad spending by 2019?

The multilayered approach that scammers use to siphon money highlights the cat-and-mouse problem of policing ad fraud.

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.

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.

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.