Media Buying


Eli Chapman, senior vice president and managing director of media at R/GA, discusses how CPGs—which historically lack first-party data—approach programmatic ad buying today.

eMarketer analysts walk you through today’s video landscape with our latest forecasts.

Agency executives tell eMarketer about why consumers got ahead of advertisers on digital.

Blockchain’s distributed ledger could potentially revolutionize digital advertising. But advertisers are cautious about whether the emerging technology will improve things.

Andy Sriubas, chief commercial officer at Outfront Media, discussed how 5G technology will make digital out-of-home advertising more dynamic.

The IAB Tech Lab will likely release its spec for ads.cert later this year. This tool—a complement to the previous IAB Tech Lab initiative ads.txt—will give marketers a deeper check against unauthorized ad selling. Confused already? Here’s a primer of what you need to know.

Marketers say that users’ fragmented media consumption is disrupting their TV advertising approach.

Political ad spend estimates have been revised higher amid an increasingly contentious election season. TV broadcasters will win many of these added dollars, moderating a longer-term downward revenue trend.

Financial intermediary Oarex Capital Markets analyzed more than 10,000 invoices from its clients—publishers, ad tech vendors and agencies—and found that over the past year, 55% of payments came late.

Since it became enforceable on May 25, the EU’s General Data Protection Regulation (GDPR) has become a legal headache for marketers, led some publishers to turn off open exchanges and even caused several vendors to pivot their business models.

This year will mark a milestone for digital video advertising in the US, according to eMarketer’s latest ad spending forecast. In 2018, video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending.

Germany, Europe’s largest economy, is the second-largest market for ad spending in the region, behind the UK. In 2018, eMarketer forecasts that advertisers in Germany will spend $21.13 billion on advertising, with 31.9% spent in digital channels.

In the latest episode of "Behind the Numbers," eMarketer's Bill Fisher and Showmik Podder discuss the current state of advertising spending in the UK.

eMarketer expects the social network to generate more than $500 million in US ad revenues this year, a 43.8% change from last year.

US social network video ad revenues will grow sharply over the next several years, reaching $11.69 billion by 2020, according to eMarketer's new estimates. And one company in particular will win the lion's share: Facebook.

Even though we increasingly spend time with digital media, traditional media ads still motivate. That's because channels like radio have massive reach. But does reach lead to real-world sales?

In its latest advertising forecast, eMarketer sharply lowered its projections for Snap’s US ad revenue for 2018 and beyond, as an increasingly automated buying system brings down prices.

At an eMarketer breakfast event yesterday, a panel of eMarketer analysts weighed in on Amazon and discussed the giant's future.

Video ad spending on social properties is growing rapidly. In the latest episode of eMarketer's "Behind the Numbers," we break out highlights of our new forecast for social video ad spending, and dig into the growth drivers.