A recent survey indicates that 64% of US ad buyers anticipate a greater emphasis on cross-platform measurement in 2025. This shift is underscored by the introduction of digital fingerprinting for tracking consumer behavior across devices. However, advertisers face significant challenges, particularly regarding retail media networks, where 55% highlight the absence of standardization as a major hurdle. Overall, industry players are focusing on enhancing data attribution practices and analytics to better track consumer interactions across multiple channels.
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.
64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025, reflecting the industry's increasing emphasis on data and attribution.
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