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Published: December 13, 2016
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Over the past 12 months, advertisers’ understanding of cross-device targeting and the identity matching methodologies behind the technology have improved. With that improvement come added expectations for the types of data that can be added to these identity graphs and the locations in which that targeting can be applied, such as in living rooms and in stores.
"Interest in cross-device targeting is high, but marketers are still working on the requirements to make it work, such as understanding cross-device behaviors and buying journeys, according to a March 2016 poll by Econsultancy."
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Consumer-Related Capabilities at Their Company According to Marketers in North America, March 2016 (% of respondents)
Tactics that Occupied vs. Will Occupy Their Time/Resources According to US Digital Marketing/Media Practitioners, 2015 & 2016 (% of respondents)
Types of Data that US Internet Users Expect Companies to Use to Personalize Marketing/Advertising Emails, Aug 2016 (% of respondents)
Adding TV to the Cross-Device Equation
Importance of Extending Video Buys into Premium Digital Video from Cable/Broadcast Networks According to US Ad Agency Professionals, July 2015 & Aug 2016 (% of respondents)
US Addressable TV Households, by Provider and Type, 2016 (millions)
Most Important Benefit of Programmatic TV According to US Marketers, March 2016 (% of respondents)
Personalization Challenges According to Senior-Level Marketers Worldwide, by Country/Region, Nov 2015 (% of respondents)
Efforts to Right the Misalignment between Targeting and Measurement Capabilities
Ways in Which Marketing Decision-Makers in the UK and US Are Using Attribution-Informed Insights to Take Action on Digital Channels, June 2016 (% of respondents)
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