Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.View this Report
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Customer Experience 2019 (Part 1)—Audience Segmentation and Targeting
The Building Blocks of a Better Customer Experience (A 4-Part Series)
Found in Translation
How AI Is Helping Marketers Extend Global and Local Reach
Canada Martech 2019
Mounting Investment Leads to Some Growing Pains
Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.
Chief Data Scientist
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What Marketing Automation Tactics Are UK vs. US Marketers Currently Using? (% of respondents, by country, Q1 2019)
Companies Worldwide that Use an Email Service Provider vs. Marketing Automation Software, Q1 2019 (% of respondents)
How Do Marketers Worldwide Rate Their Organizations' Marketing Automation Aptitude in Select Areas? (% of respondents, Q1 2019)
Marketing Automation Vendor Services vs. Performance According to Marketers Worldwide, Q1 2019 (% of respondents)
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In-Housing Media Buying Helps Bring Control Back to Brands: An Interview with Jenny Chan of Cars.com
Jul 11, 2019
As the relationship between brands and their partner agencies continues to evolve, more brands are looking to bring projects in-house, citing cost as a factor. For Cars.com, however, bringing digital media buying in-house was primarily motivated by the desire to have more control over data, though cost was another consideration.
Marketing & Ad Tech Trends Roundup 2019
Jul 11, 2019
For the vast majority of marketers, there’s no longer any question of whether they should have a tech stack. However, these solutions are constantly maturing and evolving to meet marketers’ needs as vendors continue to innovate offerings, and marketing organizations better understand how technology can serve them. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in marketing and advertising technology
Connected TV Ad Inventory Keeps Growing
Jun 11, 2019
Connected TV inventory is growing like weeds. We expect that more than half of the US population (57.2%) will watch connected TV in 2019, up from 51.7% in 2017. And the time they spend watching will increase too, which means the amount of connected TV inventory available to advertisers is proliferating.
Five Charts: The State of Header Bidding
May 30, 2019
As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.
How GDPR Affected Marketers in Its First Year
May 23, 2019
It’s been one year since GDPR became enforceable and marketers are still anxious about data regulation. Since the law went into effect, ad trade groups have become more accepting of outside regulation but they still want to shape the laws that affect their industry.