Advertising & Marketing


Dave Morgan, CEO of TV ad targeting firm Simulmedia, spoke with eMarketer about which digital applications are likely to find success within TV advertising and which products are overhyped.

New research from GumGum and Digiday reveals that more than two-thirds of US marketers polled in November 2017 said their brands—or brands they worked with—had been exposed to a brand safety issue at least once.

In the latest episode of the "Behind the Numbers" podcast, we're talking ... podcasts. How many people are listening, when are they listening, how are they listening, where are they listening? It's everything you wanted to know about podcasts but were afraid to ask.

In the latest episode of "Behind the Numbers," eMarketer analyst Lauren Fisher chats with Marc Goldberg, CEO of publisher verification firm Trust Metrics, about brand safety, fake news and fraud—and the relationship between all three.

Companies have long strived to stay out of the political and social fray. But new research from Sprout Social might change the calculus on their apolitical approach.

When it comes to addressing ad placements near fake news, more US marketers place responsibility at the feet of publishers and media companies than anywhere else.

As the new year begins, many of the effects felt in 2017 from concerns over ad quality and transparency will continue to shape buyer-seller relationships and the flow of dollars between the two.

BIA/Kelsey expects US local ad spending will increase 5.2% next year, with the bulk of expenditures dedicated to traditional media.

Serving video ads across multiple platforms is a growing priority for media buyers, who tend to prioritize reaching audiences via the expanding range of devices and platforms where they spend so much of their time.

As TV viewers continue to spend more time watching video content via connected TVs and over-the-top (OTT) video services, advertisers want to make sure that they’re there, too. While programmatic access to such inventory is the exception today, it will ramp up over the next 12 to 24 months.

Unsurprisingly, the Google/Facebook duopoly also reigns when it comes to video ads, finds new research. But Snapchat has barely made a dent in the space.

On average, US consumers are spending less time with articles on publisher sites. That trend is strongest on desktops and smartphones.

In today’s hack-prone environment, marketers must ensure that they are protecting their systems, their data, their customers and their reputation from potential disaster.

Anyone involved with digital marketing faces big challenges in 2018, as several major developments loom. New EU rules will restrict data gathering and handling, while ecommerce harmonization will impose new standards for retail and delivery across the region.

In the latest episode of "Behind the Numbers," eMarketer analysts Debra Aho Williamson, Lauren Fisher and Nicole Perrin discuss the trends likely to affect digital display advertising this year.

New research shows that asking consumers whether they want to hear ads and letting them pick the brands they receive messages from eases the way for voice-assistant-delivered ads.

New data from Pew Research Center finds that 42% of US adult internet users who use virtual assistants do so through a smartphone, more than any other type of device.

Google and Facebook, taken together, will account for about 63% of US digital ad revenues this year—and their share is growing. What's left for all the other publishers?

eMarketer estimates 3.47 billion people will use the internet regularly in 2017, representing 46.8% of the global population. Mobile phones will be the primary device for internet access, used by 2.73 billion people, or 78.9% of internet users.

A study of US CMOs reveals that many have taken a number of measures to tackle growing concerns about brand safety, including reviewing their agency relationships and having more direct involvement in their digital strategy executions.