Marketers chase better measurement across channels

Key stat: 64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025, according to a December 2024 IAB survey.

Beyond the chart:

• On February 16, Google began permitting advertisers to use digital fingerprinting, which will help them track audience behavior across devices.
• The challenge of cross-platform measurement is particularly prevalent with the rise of retail media networks (RMNs). Most US advertisers (55%) say a lack of standardization across retail media platforms is the biggest RMN-related challenge, according to a January 2024 Association of National Advertisers (ANA) study.

Use this chart: Marketers and retailers can use this chart to understand the industry’s emphasis on data and attribution, while investing in more robust analytics that follow consumer behavior across channels.

Related EMARKETER reports:

• Advertising Trends to Watch in 2025 (EMARKETER subscription required)
• Ad Measurement Trends H2 2024 (EMARKETER subscription required)

Note: Respondents were asked, "Do you expect to focus more, less, or the same amount of time and/or resources in 2025 (vs. 2024) on the following?"

Methodology: Data is from the January 2025 Interactive Advertising Bureau (IAB) "2025 Outlook Study." 200 US ad buyers were surveyed during November 13-December 6, 2024. Respondents represented buy-side ad investment decision-makers mainly at brands (40%), agencies (49%), and other (11%), with job titles of director+ (71%), manager (25%), or junior (4%).