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Private Marketplace Ad Spending to Surpass Open Exchange in 2020

Jan 21, 2020

Next year, for the first time, programmatic ad spending on private marketplaces (PMP) will surpass that on open exchanges. PMPs—a subset of real-time bidding (RTB) in which some sort of private deal exists between a publisher or a small group of publishers and select ad buyers—will see double-digit growth throughout the forecast period. Growth in PMP ad spending will outpace that of the open markets by about 3 to 1 in 2020 and beyond.

Programmatic Advertising Is Driving Rapid Growth in Mobile Video

Jan 17, 2020

As more people watch video content on their mobile devices, the nature of mobile video monetization is changing. This is particularly the case for programmatic advertising, which we define as an automated, technology-driven method of buying, selling or fulfilling digital display ad placements. Overall, mobile video ads sold programmatically generated $19.93 billion in revenues in 2019 in the US and will generate $24.87 billion in 2020.

UK Ad Industry Year in Review: Brexit and GDPR Effects Still Haven’t Hit

Dec 27, 2019

Three and a half years ago, the UK voted to leave the EU. The country then plunged into a deep depression, cities were razed and the ad industry collapsed into a heap of self-loathing—actually, maybe not. While things are not great, they’re not as bad as some feared.

Mobile Year in Review: The Launch of 5G Is the Biggest Story in a Busy Year for Mobile

Mobile Year in Review: The Launch of 5G Is the Biggest Story in a Busy Year for Mobile

Dec 19, 2019

Mobile dethroned TV in 2019 as the channel where US adults spent the most time. While it may be a symbolic threshold for now, it’s still notable that the average US adult spent 3 hours, 43 minutes (3:43) on their mobile devices in 2019, compared with the average 3:35 spent watching TV. As recently as 2016, US adults watched nearly an hour more of TV than they spent on their smartphones and tablets (4:05 vs. 3:08).

Shoppable Content Will Evolve Toward Sight, Sound and Motion

Dec 19, 2019

Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

US Advertising Year in Review: More than $10 Billion Spent on Programmatic Fees amid Continuing Consolidation

Dec 18, 2019

The ad tech world may feel targeted (pun intended) by privacy-related scrutiny in the press, but the fees earned by the ecosystem of partners that facilitate programmatic display transactions in the US were up almost 20% this year.

Location-Based Advertising Is Becoming More Costly

Location-Based Advertising Is Becoming More Costly

Dec 17, 2019

Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.

Privacy Year in Review: A Look Back at How 2019 Was a Preview of What's in Store in 2020

Privacy Year in Review: A Look Back at How 2019 Was a Preview of What's in Store in 2020

Dec 16, 2019

We couldn’t have been more correct in late 2018 when we predicted that privacy concerns would snowball in 2019, creating greater challenges for digital marketers with regard to audience identification, targeting and tracking.

Ten Key Digital Trends for 2020

Ten Key Digital Trends for 2020

Dec 09, 2019

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

Q4 2019 Digital Video Trends

Q4 2019 Digital Video Trends

Dec 05, 2019

Advertisers are making significant investments in connected TV as the TV landscape becomes more fragmented.

For The Farmer's Dog, Word of Mouth Is Key to Customer Acquisition

Dec 04, 2019

After not seeing enough healthy pet food products in the market, Jonathan Regev and Brett Podolsky, co-founders of The Farmer’s Dog, set out to shake up the pet food industry with healthier homemade food designed specifically for different breeds, ages and sensitivities. We recently spoke with Regev, CEO of The Farmer's Dog, about the company’s current customer acquisition strategy and the role trial discounts play in acquiring new customers.

Television Update Fall 2019

Television Update Fall 2019

Nov 26, 2019

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

US Connected TV Advertising 2019

US Connected TV Advertising 2019

Nov 25, 2019

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.