The news: Food and drink brands are getting better at turning anonymous customers into known ones. The sector’s identified user coverage—the share of users that brands could link to an individual customer—rose 15% YoY in North America during Q2 2026, per EMARKETER’s Industry KPI data from Airship.

Food and drink was the only consumer industry to post an increase, although the news and magazines category also gained. Most other industries declined, with the steepest drops in lifestyle, health and fitness, and shopping.