Media Buying


The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.

B2Bs aren't traditionally big spenders on digital ads, but industry experts and our forecasts indicate that 2019 will be a year of growth.

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

Some marketers are taking control of their campaigns by in-housing various advertising services such as ad creative, social and search.

In the latest episode of eMarketer's "Behind the Numbers," analysts Karin von Abrams and Bill Fisher break down eMarketer's latest estimates for programmatic in the UK, Germany and France, and discuss market outlooks amid heightened regulatory oversight and growing privacy concerns.

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.

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.

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.

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

TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.

Out-of-home advertising is weathering the digital storm better than other legacy ad mediums. It offers measurability and continues to evolve by embracing digital technologies like automated ad buying.

In the latest episode of “Behind the Numbers,” Paul Briggs, analyst at eMarketer, details Canada’s media consumption habits and contrasts it with how advertisers allocate their budgets.

In the latest episode of eMarketer's "Behind the Numbers," analysts Karin von Abrams and Bill Fisher break down eMarketer's estimates for programmatic in the UK, Germany and France, and discuss the outlook for those markets amidst heightened regulatory oversight and growing concern about privacy.

Fragmented and rudimentary measurements prevent more brands from buying in to podcasts. However, some of these issues may improve as ad standards emerge.

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

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?

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?