Newsletter sign-up

Does my company subscribe?

Contact Sales:1-800-405-0844

Products

See All Solutions →

By Product EMARKETER PRO+Analyst Access Program

By Use Case Determine Market Sizing Develop Strategies Allocate Budget Benchmark Performance Win New Business Develop Go-to-Market Strategy Stay Informed Thought Leadership See All Use Cases →

Advertising & Sponsorship

Boost your brand and generate demand with media programs.

Events & Resources

Learning Center

Read through guides, explore resource hubs, and sample our coverage.

Register for an upcoming webinar and track which industry events our analysts attend.

Listen to our podcast, Behind the Numbers for the latest news and insights.

Latest Articles

Explore our Research →

About

Learn more about our mission and how EMARKETER came to be.

Key decision-makers share why they find EMARKETER so critical.

Take a look into our corporate culture and view our open roles.

Join the Team →

Our Methodology

Rigorous proprietary data vetting strips biases and produces superior insights.

See our latest press releases, news articles or download our press kit.

Speak to a member of our team to learn more about EMARKETER.

Already have a subscription?

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

June 14, 2022

Areas Where US Agencies/Media Owners Expect to Increase Expenditure, May 2022 (% of respondents)

Methodology

Data is from a June 2022 Winterberry Group report titled "Outlook for Identity in Advanced Television: Challenges and Opportunities." 121 media owners and publishers in the US and Europe were surveyed during May 2022. 83% of respondents are (or have been) a buyer of advanced TV solutions to support advertising/marketing, and 17% are (or have been) a supplier of advanced TV solutions.

Featured In

Clean rooms are en vogue with advertisers, publishers, and vendors—but there’s a catch Google lets advertisers have more control over its clean room Disney’s clean room announces integration with VideoAmp Amazon’s new clean room connects AWS users with one another

Sources

Winterberry Group

Share

Chart Title

Areas Where US Agencies/Media Owners Expect to Increase Expenditure, May 2022 (% of respondents)

Publication Date

June 14, 2022

Sources

Winterberry Group

Featured In

Clean rooms are en vogue with advertisers, publishers, and vendors—but there’s a catch Google lets advertisers have more control over its clean room Disney’s clean room announces integration with VideoAmp Amazon’s new clean room connects AWS users with one another

Topics

Business Strategies & Trends Video Advertising TV Advertising United States

Daily News

Marketers rush to unify social, CTV strategies

Marketers rush to unify social, CTV strategies

Marketers risk missing AI traffic by ignoring desktop

Marketers risk missing AI traffic by ignoring desktop

Why is MMM making a comeback?

Why is MMM making a comeback?

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Ferrero rethinks its portfolio as grocery consumption habits shift

Ferrero rethinks its portfolio as grocery consumption habits shift

Luxury consumers lose faith in the economy

Luxury consumers lose faith in the economy

Nonessential spending slumps amid tariff price hikes

Nonessential spending slumps amid tariff price hikes

Search engines reign, but social has standing in Latin America

Search engines reign, but social has standing in Latin America

Marketers stick with TikTok Shop despite its uncertain future

Marketers stick with TikTok Shop despite its uncertain future

Shopify adds AI agent guardrails to protect its business model

Shopify adds AI agent guardrails to protect its business model

CTAs lead the way in email engagement tactics

CTAs lead the way in email engagement tactics

Google, Anthropic, OpenAI, Meta: We’re losing visibility into AI

Google, Anthropic, OpenAI, Meta: We’re losing visibility into AI

JIC’s measurement audit shows a sector diversifying beyond Nielsen

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Why commerce media networks have grown so quickly

Why commerce media networks have grown so quickly

2025 Predictions Re-evaluated, Plus a Few New Ones | Reimagining Retail

2025 Predictions Re-evaluated, Plus a Few New Ones | Reimagining Retail

Latest Reports

Infopack: Pets 2025

Infopack: Pets 2025

Retail Media Search Ad Spending Forecast and Trends 2025

Retail Media Search Ad Spending Forecast and Trends 2025

Social Video 2025

Social Video 2025

Social Search Usage and Trends 2025

Social Search Usage and Trends 2025

Worldwide Social Network Users Forecast 2025

Worldwide Social Network Users Forecast 2025

Infopack: France 2025

Infopack: France 2025

D2C Ecommerce 2025

D2C Ecommerce 2025

Asia-Pacific Social Network Users 2025

Asia-Pacific Social Network Users 2025

Black Consumers’ Digital Habits 2025

Black Consumers’ Digital Habits 2025

10 Best Practices for B2B Event Marketing 2025

10 Best Practices for B2B Event Marketing 2025

Retail and Ecommerce Sales Benchmarks: Q2 2025

Retail and Ecommerce Sales Benchmarks: Q2 2025

Infopack: Germany 2025

Infopack: Germany 2025

The State of Germany Fashion Ecommerce 2025

The State of Germany Fashion Ecommerce 2025

US TikTok Usage and Time Spent 2025

US TikTok Usage and Time Spent 2025

Retail & Ecommerce Earnings Q1 2025

Retail & Ecommerce Earnings Q1 2025

Popular on EMARKETER

A longer Prime Day cements July as a key shopping moment in the retail calendar

A longer Prime Day cements July as a key shopping moment in the retail calendar

The push to restrict pharma ads threatens billions in linear TV spending

The push to restrict pharma ads threatens billions in linear TV spending

Dentsu and Roblox’s new initiative proves in-game advertising is the future

Dentsu and Roblox’s new initiative proves in-game advertising is the future

Marketers rush to unify social, CTV strategies

Marketers rush to unify social, CTV strategies

ChatGPT’s plan to add checkout feature puts OpenAI on collision course with Amazon, Walmart

ChatGPT’s plan to add checkout feature puts OpenAI on collision course with Amazon, Walmart

Nearly 40% of video ads will use genAI by 2026, says IAB

Nearly 40% of video ads will use genAI by 2026, says IAB

Social Search Usage and Trends 2025

Social Search Usage and Trends 2025

Streaming’s share of TV surges, but CTV remains a challenge for advertisers

Streaming’s share of TV surges, but CTV remains a challenge for advertisers

June’s CPI report underscores tariffs’ upward pressure on prices

June’s CPI report underscores tariffs’ upward pressure on prices

Marketers risk missing AI traffic by ignoring desktop

Marketers risk missing AI traffic by ignoring desktop

Why is MMM making a comeback?

Why is MMM making a comeback?

Study: AI agents hit 68% adoption in big business

Study: AI agents hit 68% adoption in big business

NBCUniversal breaks Upfront records with Peacock and sports

NBCUniversal breaks Upfront records with Peacock and sports

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Ferrero rethinks its portfolio as grocery consumption habits shift

Ferrero rethinks its portfolio as grocery consumption habits shift

"Behind the Numbers" Podcast

2025 Predictions Re-evaluated, Plus a Few New Ones | Reimagining Retail

2025 Predictions Re-evaluated, Plus a Few New Ones | Reimagining Retail

The Rise of Weight Loss Drugs: How They're Changing Bodies, Health, and Industry | Behind the Numbers

The Rise of Weight Loss Drugs: How They're Changing Bodies, Health, and Industry | Behind the ...

AI Made Simple: How to Make AI Approachable and Avoid Costly Mistakes with Kathleen Perley of Rice University | Behind the Numbers

AI Made Simple: How to Make AI Approachable and Avoid Costly Mistakes with Kathleen Perley of Rice ...

Standing Out in the Men's Grooming Market with Every Man Jack | Reimagining Retail

Standing Out in the Men's Grooming Market with Every Man Jack | Reimagining Retail

AI is Turning Bank Marketing Upside Down: What It Will Disrupt First, Second, and Then Third | The Banking & Payments Show

AI is Turning Bank Marketing Upside Down: What It Will Disrupt First, Second, and Then Third | The ...

AI Ads for $2K? Meta, Kalshi, and a Reimagined Ad World | Behind the Numbers

AI Ads for $2K? Meta, Kalshi, and a Reimagined Ad World | Behind the Numbers

AGI Is Coming: How It Will Change Everything—and When | Behind the Numbers

AGI Is Coming: How It Will Change Everything—and When | Behind the Numbers

What Makes Walmart Unstoppable? The Retail Empire Reinventing Itself | Reimagining Retail

What Makes Walmart Unstoppable? The Retail Empire Reinventing Itself | Reimagining Retail

Artificial General Intelligence Explained: When Will AI Be Smarter Than Us? | Behind the Numbers

Artificial General Intelligence Explained: When Will AI Be Smarter Than Us? | Behind the Numbers

What If? Google Broke Itself Up, Online Shopping Stopped Growing, and Audio Ads Exploded | Behind the Numbers

What If? Google Broke Itself Up, Online Shopping Stopped Growing, and Audio Ads Exploded | Behind ...

The Unofficial Most Unexpected Retailer Campaigns in 2025 (June) | Reimagining Retail

The Unofficial Most Unexpected Retailer Campaigns in 2025 (June) | Reimagining Retail

What If? OpenAI Acquires Snapchat, Starbucks Goes Crypto, and Paramount Cuts the Cord | Behind the Numbers

What If? OpenAI Acquires Snapchat, Starbucks Goes Crypto, and Paramount Cuts the Cord | Behind the ...

From Prime Time to Screen Time: How Our Attention Is Shifting | Behind the Numbers

From Prime Time to Screen Time: How Our Attention Is Shifting | Behind the Numbers

The Price of Politics: Taking A Stance Impacts Retailers' Bottom Lines with Dr. Marcus Collins of the University of Michigan | Reimagining Retail

The Price of Politics: Taking A Stance Impacts Retailers' Bottom Lines with Dr. Marcus Collins of ...

Summer Travel Will Look Different This Year. How So? | Behind the Numbers

Summer Travel Will Look Different This Year. How So? | Behind the Numbers

Trending in United States

A longer Prime Day cements July as a key shopping moment in the retail calendar

A longer Prime Day cements July as a key shopping moment in the retail calendar

The push to restrict pharma ads threatens billions in linear TV spending

The push to restrict pharma ads threatens billions in linear TV spending

Dentsu and Roblox’s new initiative proves in-game advertising is the future

Dentsu and Roblox’s new initiative proves in-game advertising is the future

Marketers rush to unify social, CTV strategies

Marketers rush to unify social, CTV strategies

Social Search Usage and Trends 2025

Social Search Usage and Trends 2025

ChatGPT’s plan to add checkout feature puts OpenAI on collision course with Amazon, Walmart

ChatGPT’s plan to add checkout feature puts OpenAI on collision course with Amazon, Walmart

Nearly 40% of video ads will use genAI by 2026, says IAB

Nearly 40% of video ads will use genAI by 2026, says IAB

Streaming’s share of TV surges, but CTV remains a challenge for advertisers

Streaming’s share of TV surges, but CTV remains a challenge for advertisers

June’s CPI report underscores tariffs’ upward pressure on prices

June’s CPI report underscores tariffs’ upward pressure on prices

NBCUniversal breaks Upfront records with Peacock and sports

NBCUniversal breaks Upfront records with Peacock and sports

Marketers risk missing AI traffic by ignoring desktop

Marketers risk missing AI traffic by ignoring desktop

Why is MMM making a comeback?

Why is MMM making a comeback?

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Study: AI agents hit 68% adoption in big business

Study: AI agents hit 68% adoption in big business

Nextdoor’s platform relaunch doubles down on hyperlocal content

Nextdoor’s platform relaunch doubles down on hyperlocal content