Media Buying


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?

The speed and efficiency of automated ad buying makes it attractive for political advertisers working under tight schedules.

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.

This year, mobile will surpass TV ad spending by more than $6 billion, according to our latest ad spending forecast. By 2020, the channel will represent 43% of total media ad spending in the US—a greater percentage than all traditional media combined.

In the latest episode of "Behind the Numbers," eMarketer's Oscar Orozco and Corey McNair discuss how consumers engage with content while multitasking.

More than four of every five digital display ad dollars in the US today goes through programmatic.

Gawain Owen, UK digital strategy director at Jellyfish, explains how brands are making the decision to in-house their programmatic advertising 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.

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.

Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.

Invasive and retargeted ads are turning some people to ad blocking. Surveys indicate that users are increasingly finding digital ads to be too intrusive.

Casie Jordan, director of professional services at MoPub, spoke about how app publishers are adjusting the ways they sell inventory programmatically.

Matt Prohaska, CEO and principal of Prohaska Consulting, discusses why ad buyers continue to shift away from open markets despite much-awaited improvements to transparency.

John Egan, head of demand, EMEA, at mobile app ad exchange MoPub, a Twitter company, discusses how marketers are continuing to work on cracking the code on in-app programmatic advertising.