In 2025, 64% of US ad buyers anticipate an increased focus on cross-platform measurement, reflecting a broader industry trend towards more robust analytics. The introduction of digital fingerprinting on February 16 aims to enhance tracking of audience behavior across devices. However, cross-platform measurement faces challenges, especially with the emergence of retail media networks (RMNs). A recent study indicates that 55% of advertisers view the lack of standardization across retail platforms as a significant hurdle. This context underscores the industry's commitment to improving data attribution and insights related to consumer behavior across multiple channels.
64% of US ad buyers expect to focus more on cross-platform measurement in 2025, highlighting a shift towards data-driven strategies for tracking audience behavior.
The rise of retail media networks presents a challenge, with 55% of US advertisers citing lack of standardization across platforms as a major obstacle to effective measurement.
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