Marketers chase better measurement across channels

According to a recent IAB survey, 64% of U.S. advertisers anticipate allocating more focus on cross-platform measurement in 2025, signaling a shift towards more comprehensive audience tracking. This follows a policy change allowing the use of digital fingerprinting for enhanced audience insights across multiple devices. However, a significant challenge remains as 55% of advertisers cite the lack of standardization among retail media networks as a critical obstacle. The data urges the need for improved analytics to effectively attribute consumer behavior across varied channels.

64% of US ad buyers expect to focus somewhat or significantly more on cross-platform measurement in 2025, indicating a growing importance of tracking consumer behavior across devices.

A significant challenge is posed by the 55% of US advertisers who cite a lack of standardization across retail media networks as their biggest hurdle in effective measurement.

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