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.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
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
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
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
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
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

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

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

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.