Products

Insider Intelligence 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.
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 Insider Intelligence

Our goal at Insider Intelligence 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 Insider Intelligence 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 Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
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

Ad Measurement Trends H2 2023

How Digitization and Privacy Are Driving Measurement Innovation

Download
Share
About This Report
Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.
Table of Contents

Ad measurement has been nourished by the data free-for-all of the digital age. But as signal diminishes, advertisers are forced to adapt their measurement strategies or risk losing vital insight into the performance of their media.

Key Question: How close is the cookieless future, and what changes lie ahead for digital ad measurement?

KEY STAT: Less than two-thirds of marketing professionals worldwide have high confidence in their ROI measurement across key digital ad channels. As the deprecation of third-party cookies looms, confidence in some channels could plummet.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

14expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Ad measurement is evolving amid privacy developments and tech innovation.
    3. Digital display is about to have a messy breakup with cookie-based measurement.
    4. Fragmentation is a major speed bump for retail media.
    1. Digital OOH measurement is as advanced as CTV.
    2. Insufficient podcast measurement is stifling growth in digital audio ad spending.
    3. The two O’s of measurement: omnichannel and outcomes.
    4. How can advertisers get the most out of their ad measurement?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Steve Bagdasarian
    Comscore
    Executive Vice President, Growth
    Interviewed July 12, 2023
    Craig Benner
    Accretive Media
    Founder and CEO
    Interviewed July 6, 2023
    Jeffrey Bustos
    Interactive Advertising Bureau (IAB)
    Vice President, Measurement, Addressability, Data
    Interviewed July 14, 2023
    Julie Clark
    TransUnion
    Senior Vice President, Media & Entertainment
    Interviewed July 13, 2023
    Angelina Eng
    Interactive Advertising Bureau (IAB)
    Vice President, Measurement, Addressability, Data
    Interviewed July 14, 2023
    Oz Etzioni
    Clinch
    Co-founder and CEO
    Interviewed July 18, 2023
    George Ivie
    Media Rating Council (MRC)
    CEO and Executive Director
    Interviewed July 12, 2023
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Experience Center
    Interviewed July 16, 2023
    Dylan Mabin
    Geopath
    President
    Interviewed July 10, 2023
    Yevgeny Peres
    AppsFlyer
    Executive Vice President, Product Strategy
    Interviewed July 16, 2023
    Ron Pinelli
    Media Rating Council (MRC)
    Senior Vice President, Digital Research and Standards
    Interviewed July 14, 2023
    Mark Rose
    TransUnion
    Senior Director, Market Development
    Interviewed July 14, 2023
    Matt Shapo
    Interactive Advertising Bureau (IAB)
    Director, Digital Audio and Video
    Interviewed July 14, 2023

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
    Max Willens
    Senior Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client