Marketers face major barriers in measuring campaign success. Privacy regulations are mounting, Google has given consumers the choice to opt out of third-party cookies, and an expanding array of digital channels make tracking the customer journey difficult.

Marketers are tuning their targeting strategies for a 2025 where cookies remain in limbo, media mix modeling (MMM) usage expands, and experimentation with AI continues.

“Measurement is the fuel that powers smart decision-making,” our analyst Evelyn Mitchell-Wolf said during a recent webinar. As advertisers navigate the rise of walled gardens and the challenges of the open web, leveraging a multi-layered measurement stack becomes essential for building successful campaigns.

Artificial intelligence (AI) is helping transform connected TV (CTV) into a performance marketing channel, giving paid search and social media a run for their money. CTV ad spend will reach $32.57 billion in the US next year, and AI is helping to boost its potential for advertisers. Here are three ways AI is doing that.

Why Nielsen’s first-party data approval matters: Its deal with Amazon could lead the streamer to dominate NFL advertising and rights in coming years.

Nielsen’s dominance begins to crack: A survey shows advertisers gaining confidence in the measurement firm’s biggest competitors.

As marketers attempt to piece together a full, nuanced picture of how their paid media affects outcomes, old-fashioned measurement tactics are coming back into vogue, and new players are rising to prominence.

Influencer marketing is a core part of many brands’ strategies. Sponsored content spend on social media will total $8.14 billion in 2024, nearing the $10 billion mark by 2026, according to EMARKETER’s March 2024 forecast.

On today's podcast episode, we discuss the most important measurement considerations for marketers, how brands are able to stand out on TikTok, and how to best determine the true impact of media buys. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Aashish Takkala, Product Marketing, Media Measurement at TikTok.

Reach is the most popular metric for measuring the success of influencer marketing programs among US enterprise marketers, per a Linqia study.

Three themes echoed throughout Advertising Week New York this year: Third-party data is harder to get, the creator economy is growing, and marketers face more pressure to prove ROI. Here are some of the most common—and controversial—trends from the event.

Measurement is on the minds at Advertising Week New York. With flat or shrinking budgets, clients need to pinpoint—and be able to prove—where growth is coming, Meredith Zhang, measurement lead at TikTok, said during the event.

21.5% marketers are confident last-click attribution is a reasonably accurate reflection of a platforms’ long-term impacts on business, according to a survey by EMARKETER in partnership with Snap.

A winning loyalty strategy isn’t just about short-term wins like lifting sales; it’s about building a long-lasting relationship and boosting customer lifetime value. Here are three ways brands can build long-term loyalty.

Last month, Dollar General launched an in-store audio network, enhancing its in-store and online ad solutions.

Walmart is unlikely to put Vizio data behind closed doors: A renewed measurement deal with Comscore could assuage concerns about signal loss.

“[Last-click attribution is] the devil marketers know,” said EMARKETER’s vice president of content Paul Verna. “It falls well short of representing what’s really going on.” Because it doesn’t paint a full picture, it doesn’t accurately reflect marketing’s impact on conversions.

Paramount ditches Nielsen, goes all-in on VideoAmp: The shakeup could help VideoAmp gain ground in Upfronts as it seeks a potential buyout.

VideoAmp could gain an edge in Paramount, Nielsen fallout: Though Nielsen has weathered tough Upfront seasons, its latest dispute could deal a major blow.

Attention metrics can be applied throughout the campaign life cycle to minimize waste and facilitate performance. Get up to speed on how attention works and what offerings are in-market.