InsightsEventsPricing

Industries Overview

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.
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →
All Topics

Latest Articles

Browse All →

CTOs are responsible for driving generative AI strategy

Article |
 Sep 5, 2024

Walmart, Target follow Amazon’s lead with member-exclusive deals events

Article |
 Sep 5, 2024

Reddit is at the top of Google Search results and growing ad revenues. Should marketers be taking note?

Article |
 Sep 5, 2024

Anthropic’s Claude Enterprise takes on OpenAI with business-focused AI capabilities

Article |
 Sep 5, 2024

Walmart beat Amazon in worldwide digital ad revenue growth for the second quarter in the past year

Article |
 Sep 4, 2024

Physical luxury sales lag, but off-price Neiman Marcus, Nordstrom are picking up shoppers

Article |
 Sep 4, 2024

How to leverage interactive mobile ads

Article |
 Sep 4, 2024

Mcommerce will account for the majority of ecommerce sales this holiday season

Article |
 Sep 4, 2024

Google will replace Video Action Campaigns with AI-powered Demand Gen

Article |
 Sep 4, 2024

Most US creators have not been approached by political advertisers

Article |
 Sep 3, 2024
Explore our Research →

Products

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.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More →
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More →
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More →
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More →
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More →
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More →
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More →

About EMARKETER

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.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Client Testimonials
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More →
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More →
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More →
EMARKETER

Audience targeting weighs most on executives’ minds as cookieless future looms

Article by Arielle Feger  |  Jun 30, 2023
Download
Audience targeting weighs most on executives’ minds as cookieless future looms
Share
Topics
Business Strategies & Trends
Worldwide

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Leading Concerns for Their Company's Digital Ad Strategies According to Executives Worldwide, Jan 2023 (% of respondents)
E-Mail ChartDownload

Key stat: Over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale, per IDC.

Beyond the chart:

  • Despite the rapid approach of cookie deprecation in 2024, 41% of advertisers are moderately or not at all familiar with targeting methods beyond third-party cookies or IDs, per IDC.
  • A variety of identity solutions have emerged to help marketers navigate a post-cookie world, including Google Topics, universal IDs, seller-defined audiences, and data clean rooms.

Use this chart:

  • Identify and address issues facing the digital ad strategy.
  • Make a case for investing in emerging identity solutions.
  • Justify making return on ad spend (ROAS) a KPI.

More like this:

More Chart of the Day:

Methodology: Data is from the May 2023 IDC report "The New Era of Advertising Beyond Cookies and Identifiers" sponsored by Ogury. 1,000 executives worldwide were surveyed during November 2022-January 2023.