Article
| Apr 9, 2024
“We're never going to get back to what [digital advertising] used to be. And the sooner we all embrace that, the easier it will become,” said Colleen Harris, director and product manager at Ansira. And yet, less than half (47%) of marketers worldwide are working on a plan to approach cookie-free targeting, according to September 2023 data from HubSpot. With under nine months to go until the death of the third-party cookie, marketers need to make and execute plans quickly.
Article
| Apr 10, 2024
The impact of third-party cookie deprecation goes beyond changes to ad targeting and tracking. As the industry moves away from these identifiers, new challenges and trends have cropped up: IP addresses may be more difficult to access, retail media as an addressable channel is growing, and there’s greater focus on frequent media mix modeling (MMM) adjustments.
Article
| Mar 20, 2024
“[Cookie deprecation] is a monumental change. It has also been a long time coming,” our analyst Evelyn Mitchell-Wolf said on a recent “Meet the Analyst” webinar. The signal loss will force advertisers to shift targeting strategies, campaign measurement, and identity solutions. But other trends—programmatic transaction methods and connected TV (CTV)’s growing share of ad spend—will stay their course.
Article
| Apr 4, 2024
Google’s new core update focuses on decluttering spam from search, targeting sites that employ generative AI to mass produce low-quality content with minimal oversight. Marketers can still use ChatGPT to draft content, but using the raw output of these tools is a bad idea, according to Lily Ray, vice president of SEO strategy and research at Amsive.
Article
| Mar 7, 2024
Last week, Arc, a web browser from startup The Browser Company, released a new AI-powered feature called pinch-to-summarize, which provides an instant summary of full web pages. That follows Arc’s release of “Arc Search,” a mobile app that will search the internet based on a user’s query and deliver an AI-generated page summarizing the breadth of information it searched. It’s not the only AI tool targeting search. Perplexity is seeing increased attention for its ability to summarize data sets, including searching in Reddit posts or YouTube videos. This month also saw the rebranding of Google’s Bard chatbot to Gemini as the company doubles down on AI search.
Article
| Feb 29, 2024
The cookie will finally crumble in 2024, forcing advertising stakeholders to embrace privacy-preserving targeting and measurement alternatives.
Report
| Nov 14, 2023
Article
| Jan 22, 2024
B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here’s the case for B2B marketing on TikTok.
Article
| Jan 2, 2024
Chart
| Jan 16, 2024
Source: Comscore Inc.; Proximic
Chart
| Jan 16, 2024
Source: Comscore Inc.; Proximic
With third-party cookies finally on their way out, and signal loss still echoing from Apple’s AppTrackingTransparency, 2024 will be a challenging year for advertisers as their ability to target customers accurately and precisely gets more limited. These five charts will help marketers address data, targeting, and measurement concerns in the new year.
Article
| Dec 14, 2023
Chart
| Jan 9, 2024
Source: HubSpot
Banks’ top priority in H2 2023 will be growing their customer bases. The result? Better messaging and targeting, stronger digital capabilities, and industry consolidation. At the same time, generative AI will start driving meaningful efficiencies.
Report
| Jul 13, 2023
Article
| Oct 30, 2023
Expanding audience reach requires targeting the correct consumers. While true one-to-one advertising is still a dream, similar outcomes can be achieved by reaching the right audiences through affiliate marketing, paid social, and buy now, pay later (BNPL). “This whole trend around personalization really applies to audiences as well,” David Gill, vice president of consumer insights at Rakuten Advertising, said during our recent “Master the Holidays with Winning Performance Marketing Strategies” Tech-Talk Webinar. Data from affiliate marketing and social platforms can be used to identify which kinds of consumers brands should be reaching out to in order to expand their customer base.
Article
| Nov 2, 2023
Article
| Oct 23, 2023
With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.
Report
| Mar 29, 2023
Our take: The PubMatic-Instacart partnership will offer advertisers better, data-based targeting—possibly creating a new standard for highly-efficient programmatic campaigns.
Article
| Apr 4, 2024
Media buyers have turned to programmatic partners to solve the problem of targeting in a post-cookie world. Ad tech firms are investing heavily in AI to help solve the problem of programmatic targeting without legacy identifiers from Apple’s iOS and Google Chrome. Our complete estimates for programmatic digital display ad spending can be accessed via our website’s interactive forecast module.
Report
| Jan 29, 2024
Many are also improving targeting, which is vital as the cookieless future becomes the cookieless present. 5. Generative AI’s users keep climbing. In the US, 100.1 million people will be generative AI users this year. That’s way up from 7.8 million just two years ago. As use climbs, expect potential uses of AI to become actual uses of AI. This was originally featured in the eMarketer Daily newsletter.
Article
| Apr 8, 2024
As US smart TV ownership climbs to 70.6%, Nielsen is leveraging larger, more diverse data sets to refine its audience measurement for the 2024–2025 TV season. This strategic enhancement aims to deliver more accurate and actionable audience segmentation to better support media stakeholders.
Article
| Mar 7, 2024
Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.
Article
| Oct 4, 2023
Francophones in Canada’s second-largest province have been slower to adopt digital devices and services compared with the rest of the country. But the latest data reveals the increasingly digital lives of Quebecois in 2023.
Report
| Feb 1, 2023
In July and August, the US ad market saw its first consecutive two months of growth in over a year, according to Standard Media’s US Ad Market Tracker. Platforms are focused on keeping that momentum alive with several updates. Multiple platforms are boasting improved AI targeting and enhanced connected TV ad solutions. Here is everything new in September.
Article
| Sep 29, 2023