Media Buying


We estimate US advertisers will spend $12.22 billion on open exchanges and $11.56 billion on PMPs this year. By 2021, $15.97 billion will be spent on PMPs, and $13.77 billion will be spent on open exchanges.

In today’s “eMarketer Daily Forecast” video, forecasting analyst Showmik Podder sheds light on why the British are spending more and more time watching video on their smartphones. Watch now.

Agencies have always operated in a competitive market, but now, they must contend with brand clients bringing marketing tasks in-house and consultancies encroaching on their turf.

eMarketer principal analyst Nicole Perrin discusses the declining ad fraud problem. How is ad fraud affecting the industry? And how is the industry fighting back?

In In today's "eMarketer Daily Forecast" video, forecasting analyst Showmik Podder covers our latest forecast of UK time spent with media. Watch now.

In today's "eMarketer Daily Forecast" video, senior forecasting analyst Chris Bendtsen breaks down the impact of Brexit on the Google-Facebook duopoly. Watch now.

In today's "eMarketer Daily Forecast" video, forecasting analyst Eric Haggstrom ranks the countries that will hit at least 50% of digital ad spending this year. Watch now.

Advertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential.

We forecast that native video will make up 38.1% of US digital video ad spending in 2019, but it won't take a much larger share in the near future.

In today’s “eMarketer Daily Forecast” video, senior forecasting director Monica Peart breaks down our latest forecast of US time spent with digital and traditional media. Watch now.

eMarketer’s principal analyst, Mark Dolliver and vice president of multimedia Paul Verna talk about how older folks are being left behind in the digital world. How big is the digital adoption gap between younger and older Americans? At what age does digital adoption drop off? Is there an older digital audience that advertisers are overlooking?

In today's "eMarketer Daily Forecast" video, forecasting analyst Eric Haggstrom reveals faster-than-expected increases in US time spent with digital audio, including music, live streamed radio stations and podcasts. Watch now.

In today’s “eMarketer Daily Forecast” video, junior forecasting analyst Nazmul Islam covers our latest forecast of time spent with digital video and TV in Canada. Watch now.

US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, we expect the portion of programmatic spend that goes to video to remain steady.

In today's "eMarketer Daily Forecast" video, forecasting analyst Eric Haggstrom breaks down US time spent with visual media, including TV and digital video. Watch now.

In today's "eMarketer Daily Forecast" video, senior forecasting analyst Chris Bendtsen identifies the major global digital ad sellers, and why others are struggling to compete. Watch now.

More than 72 million people in the US will listen to Pandora on a monthly basis in 2019, according to our latest forecast. That’s 35.4% of all digital audio listeners in the country.

One way marketers can get a more clear view of their customer’s journey is by creating a data warehouse that centralizes marketing data across various channels, said Chris Wexler, senior vice president of media and analytics at ad agency Cramer-Krasselt.

We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. But the bulk of native ad spend will go to social media platforms.