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
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

Marketers Say Campaign Data Is Reliable for Two Years

User information eventually becomes outdated

Like a carton of milk, campaign data eventually expires.

While carrying out ad campaigns, marketers and their vendors often collect demographic, behavioral, location and purchase data about the users they serve ads to. This data can be reused by marketers to retarget ads and inform the key performance indicators they choose for ensuing campaigns. But eventually the data becomes outdated and inaccurate.

In an April survey of US marketers conducted by LoopMe and Sapio Research, about half considered data reliable to utilize in ad campaigns for one to two years. Less than one-third said data is usable after two years. On average, respondents felt data is reliable for campaign use for 1.9 years.

The surveyed marketers said that they find demographic and financial data to be the most valuable, while device ID and cookies are thought to be the least valuable.

Part of the reason why user data becomes unreliable after a few years is because the types of ad formats and metrics that advertisers rely on changes from year to year, according to Brendan Gahan, founder of ad agency Epic Signal.

“Things change so fast in this industry,” he said. "Not just from an advertising technology standpoint, but from brands’ own priorities and internal processes. You have to continually adapt your approach to data and where its value lies.”

The survey also gives some insight into how marketers approach data storage.

To manage audience data, marketers often rely on data management platforms (DMPs). According to a January survey of US ad and marketing professionals conducted by Advertiser Perceptions, ad inventory discovery is the top criterion that drives DMP selection.

Want to learn more about how campaign data is being used by advertisers today? Check out our recent report on ad targeting.