Media Buying


Reddit may be a small digital ad player, but it has an audience too unique to ignore. In today’s eMarketer Daily Forecast, senior forecasting director Monica Peart explains why advertisers are interested in reddit and how many users we expect the social platform to reach. Tune in.

Data-sharing scandals and public outcry keep driving Facebook to change its ad targeting features. Here’s a list the ways Facebook has changed how ads can be targeted on its platform.

Following a cleanup of its platform and revamped ad model, online social blog reddit is on pace to more than double its ad revenues by 2021. reddit’s ad business will grow nearly 55%, crossing the $100 million mark this year, according to eMarketer’s latest US ad forecast.

Identifying the best channel metrics that align with companywide key performance indicators is a challenge at a time when marketers are overloaded with data and their companies are questioning those results.

Despite OTT ad spend's surge, it’s still small compared with the $69.2 billion that US advertisers are projected to spend on linear TV. For some advertisers, measurement challenges prevent them from investing more in OTT.

Brand safety is a serious concern for 60% of the ad industry professionals GumGum and Digiday surveyed in November 2018. But that’s down from 90% in 2017.

What happens when you add the letter 'E' to 5G, as AT&T is planning to do by changing the LTE symbol to 5GE?

Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.

Big news means bigger earnings for Twitter—and their Q4 2018 revenues, which beat expectations, proves that the company was able to leverage its real-time conversation appeal to bolster video ad sales during the big news events of the past year.

This year will mark a major milestone in the world of advertising. For the first time, digital ad spending in the US will exceed traditional ad spending, according to eMarketer’s latest forecast. By 2023, digital will surpass two-thirds of total media spending.

Apple is expanding its digital media presence at a time when iPhone sales have slowed. Earlier this week, Apple unveiled several new media products, including a subscription news app, gaming platform and video streaming service.

Not only will Google and Facebook continue to dominate in the UK, but their combined share of the digital ad market will also continue to rise. This year, it will reach 63.3%, up from 62.7% last year, according to eMarketer’s latest UK digital advertising forecast.

Facebook and Google may be under pressure from media, governments and the public, but based on our latest estimates, advertisers don’t appear to be uncomfortable with the digital duopoly—at least, not enough to stop spending there.

The typical native display ad is mobile, social and purchased programmatically—and that’s not expected to change over the next couple years, as the native ad market continues organic growth.

Social video ad spending in the US will reach $14.89 billion in 2021, growing 44% from 2019, according to our latest forecast. It will then account for 30.4% of total video ad spending.

The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true.

The New York Department of Financial Services has launched an investigation into Facebook’s reported collection of data from third-party apps. According to The Wall Street Journal, the social media platform has been using partnerships with third-party apps to collect personal information on both Facebook and non-Facebook users.

Because of in-app ad spend's recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud is the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

Maturing direct-to-consumer brands struggling to scale social channels find a cost-effective solution in TV ads.