Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Key stat: Food and drink and travel are the most reliant on cookies for US programmatic ad buys, according to Q1 2024 data by 33Across. In both industries, 86% of programmatic ad buys still used the legacy identifiers.
Beyond the chart:
The shift toward cookieless is moving slowly. Since Q3 2023, the share of US cookie-alternative programmatic ad buys in the same industries (food and drink and travel) has dropped by just one percentage point, per 33Across.
Six in 10 ad buyers said they would focus somewhat or significantly more on placements with publishers with first-party data this year, per November 2023 data by the Interactive Advertising Bureau.
Although Google’s deadline for cookie depreciation has been pushed back to 2025, advertisers would be wise to continue testing alternative identity solutions to prepare.
Use this chart:
Create urgency for your organization’s adaptation of cookieless alternatives.
Compare your cookie-reliance against the wider industry average.
Methodology: Data is from the May 2024 33Across "Programmatic Cookie Alternative Trends Report: Q1 2024." Results are based on advertiser data of 250 brands across 20 industries with over 1 billion monthly paid impressions and supply data of over 200 publishers across 10 categories with over 3 billion monthly paid impressions during Q1 2024.