Media Buying


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.

Spotify will see double-digit growth in 2018, according to eMarketer estimates. We expect 58.4 million people in the US to use Spotify, which represents 20.8% of internet users. This and other digital trends are included in this year's Global Media Intelligence report. Today, we take a look at the streaming audio market.

According to a September 2018 survey from Third Door Media, 34.2% of US ecommerce-focused marketers currently spend 10% to 25% of their digital ad budget on Amazon. Future intentions are strong: 80% plan to increase their Amazon ad budgets next year.

In 2018, digital devices and platforms are central to almost every dimension of daily life for consumers and businesses around the world. Yet traditional media—notably TV—still claim a significant amount of time as well, even among internet users. While consumer trends are clearly evident across the 40 markets featured in the Global Media Intelligence Report, inevitably, there are intriguing outliers with respect to device penetration and the adoption of social media, time-shifted TV and other activities.

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.

Is Facebook's fate tied to the News Feed? In the new episode of "Behind the Numbers," analyst Debra Aho Williamson discusses the latest usage and revenue data from Facebook and looks ahead to what might be coming in 2019.

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.

Every few months it seems another story emerges about ad dollars disappearing down a black hole of fraudulent activity. And the spotlight on fraud will shine ever brighter, with good reason. For the UK, we forecast that digital ad spending will reach £13.24 billion ($17.05 billion) in 2018, accounting for 63.8% of total media ad spend.

Header bidding is making it easier for ad buyers to access premium app inventory, but before mass implementation can occur, server-to-server issues must be sorted out.

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

In the latest episode of “Behind the Numbers,” eMarketer’s Ross Benes talks with Jon Romano, vice president of agency development at SpotX, about how ad buyers accidentally overlook connected TV inventory.

Popular social networking app Weibo (Sina Weibo) will continue its double-digit growth this year in China, according to eMarketer’s first forecast on Weibo usage. This year, Weibo usage will grow more than 17% to 340.1 million people in China. By the end of 2018, 24.6% of China’s population will be a Weibo user.

In the first of a three-part series on digital video and TV, analyst Paul Verna breaks down the data on ad spending and subscription fees. When will digital video ad spend catch up with TV ad spend? How much subscription income is flowing into services like Netflix and Hulu?

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.

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.

Once a collection of homely local ads, the New York subway system now features an array of provocative campaigns, many of them for digital native companies. In the latest episode of "Behind the Numbers," we dig into this unusual outpost of the out-of-home advertising world.

An ANA survey indicates that cost savings are why most brands turn to in-housing. While other in-housing benefits are nice, the research shows that they are often ancillary.

In a recent survey of 190 marketing influencers worldwide conducted by Ascend2, 63% of respondents said that data-driven personalization is a difficult tactic to execute.