Marketing Technology


Successful AI Adoption Requires Clear Strategies

One of the most crucial aspects of setting up artificial intelligence products is making sure that a clear strategy is driving its adoption.

Why Many Marketers Look To Cut Vendors

About two-thirds of brand marketers surveyed by Sizmek prioritize reducing the number of middlemen they do business with.

Many People Feel They Lack Control Over Their Personal Data

With data breaches a constant worry, many consumers don’t feel too confident in being able to control how their personal data gets used.

How Advertisers Are Navigating Changing Auction Dynamics

Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.

Martech Is Eating Up CMOs' Budgets

As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.

Protecting Customer Data Is a Top Challenge for CMOs

Data breaches and the threat of regulation have chief marketers on edge about data security.

How Poor Data Quality Mucks Up Attribution

Roughly 30% of the time, there are missing blanks in the information that marketers receive to inform their attribution efforts, according to Kochava.

How Disparate Systems Complicate Martech Strategies

The ballooning marketing tech landscape puts marketers in a tough position to develop a cohesive technology strategy.

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?

How Artificial Intelligence Enhances Marketers' Dynamic Creative Optimization Efforts

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.

How Advertisers Can Wield Data Exhaust

The data generated by programmatic bidding can be used to target audiences, map out users’ customer journeys and optimize campaigns.

Five Charts: The State of Attribution

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

Legacy Tech Delays Digital Transformation

For many companies, it is necessary to regularly update their digital strategies in order to stay competitive. But old tech systems can make this an onerous task.

How GroupM Utilizes Supply Path Optimization

Max Jaffe, programmatic practice lead at ad-buying firm GroupM, spoke about how programmatic advertisers are creating more direct routes to the publishers they buy inventory from.

Enterprise Software Acquisition Surges

The glut of big tech deals and consolidation is, in some ways, reflective of what’s going on in the broader economy. According to Dealogic, global M&A deals are on pace to reach $4.8 trillion this year, which would set a record.

How AI Can Empower Ad Personalization

Among the capabilities that marketers are not yet deploying, those related to personalization were considered to be one of the most helpful tactics in improving advertising results, according to a study by RevJet and Forrester Consulting.

Join eMarketer senior analyst, Nicole Perrin for an Analyst Webinar as she unveils seven predictions of maturing stacks and customer data to new programmatic infrastructures and the evolving role of AI. Learn from our sponsor, Criteo and interact with your digital marketing peers.

How Political Advertisers on Deadline Utilize Programmatic

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

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.

Ad Trade Groups Are Changing How Data Gets Labeled

Consolidation in the ad industry and straightforward labels could make data-driven advertising easier to comprehend and navigate.