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Emarketer

EMARKETER is a subscription-based company headquartered in that specializes in providing forecasts, data, analysis, and benchmarks on , advertising, media, and commerce trends. Founded in 1996, EMARKETER pioneered independent research on the internet's impact on consumer behavior and business, quickly becoming a leading authority on . It is a subsidiary of Axel Springer SE, which acquired a 93% stake in 2016 for approximately $242 million, integrating it into its portfolio of digital intelligence services. By 2020, EMARKETER merged with Intelligence—another Axel Springer-owned research arm—under the unified brand Insider Intelligence, which expanded its global coverage to include regions across the , , and . In , the company reverted to its original EMARKETER branding while retaining its position as a key resource for revenue-driving teams in and . EMARKETER's proprietary methodology draws from analysis of over 3,000 sources, including first-party surveys, partner data, public company reports, and expert analysis, to produce interactive charts, reports, and forecasts updated regularly for accuracy. Its offerings encompass exclusive datasets on topics like growth, advertising, and generational consumer behaviors, supplemented by podcasts, webinars, and AI-powered search tools to aid strategic decision-making. Serving thousands of clients—including companies and leading agencies—EMARKETER has built a reputation since its founding in 1996 for credible, transparent insights that help professionals navigate evolving digital landscapes.

History

Founding and early development

eMarketer was founded in 1996 by Terry Chabrowe, , and Sam Alfstad as an independent startup specializing in advertising metrics and digital . The company emerged during the nascent stages of widespread adoption, aiming to provide data-driven insights into emerging online trends. From its inception, eMarketer focused on producing comprehensive forecasts for digital ad spending, growth, and online consumer behavior, becoming the first firm to offer such aggregated projections in the late . Initial reports launched between 1997 and 2000 covered web usage patterns, consumption, and early effectiveness, drawing on historical data starting from 1996 to model future trajectories. These efforts positioned eMarketer as a pioneering resource amid the dot-com boom, when internet-based businesses proliferated and demanded reliable metrics for investment decisions. The company's growth accelerated through the early 2000s, particularly in response to the dot-com bust, which underscored the need for rigorous, evidence-based analysis in a volatile digital landscape. By the mid-2000s, eMarketer had expanded its offerings to include interactive charts, in-depth articles, and expert interviews. This evolution solidified its role as a go-to source for stakeholders navigating the rise of broadband internet and online retail during the period.

Acquisition by Axel Springer and mergers

In June 2016, acquired a 93% stake in eMarketer Inc. for approximately $242 million, establishing the company as a to bolster its and research capabilities. This transaction valued eMarketer's enterprise at around $250 million and integrated its digital market analysis expertise into 's portfolio, which already included significant U.S. media assets. By mid-2019, Axel Springer announced plans to merge eMarketer with Business Insider Intelligence (BII), a research arm of its Insider Inc. subsidiary, effective January 1, 2020, to create a unified entity focused on digital transformation insights. The combination aimed to leverage eMarketer's forecasting strengths with BII's broader industry coverage, serving over 1,300 clients globally with minimal overlap. This merger formed a leading research firm under Axel Springer's ownership, enhancing data aggregation and analytical depth without altering the parent company's structure. From 2020 to 2023, the merged operations rebranded as Insider Intelligence, consolidating eMarketer and BII's digital insights into a single platform that expanded market positioning in the U.S. and internationally. The rebranding emphasized integrated research on business impacts of , utilizing Business Insider's distribution network for wider reach while maintaining separate service offerings initially. In March 2024, the company reverted to the EMARKETER brand, announced as a strategic return to its foundational identity in , , and forecasting, while operating as a division of . This rebranding introduced enhanced tools like PRO+, incorporating new data sets and visualizations, but retained Insider Intelligence as an umbrella for broader research services; no significant ownership changes occurred as of November 2025. These corporate changes significantly amplified eMarketer's capabilities, enabling greater data aggregation from diverse sources and extending global coverage across the , , and . Post-merger developments included a heightened emphasis on AI-driven forecasts, supporting advanced insights into and consumer behavior to inform client strategies.

Corporate structure and ownership

Ownership history

eMarketer was established in 1996 as a privately held independent company focused on digital market research. It operated under this structure until June 2016, when German publishing company Axel Springer SE acquired a 93% stake in eMarketer for $242 million, establishing it as a majority-owned subsidiary. The deal valued eMarketer at an enterprise value of approximately $250 million. Under Axel Springer's ownership, eMarketer became part of the company's expanding digital portfolio, with full integration occurring by 2020 through a merger with Intelligence to form Insider Intelligence, a combined entity encompassing eMarketer's research assets. In 2023, the combined entity rebranded back to EMARKETER. This merger aimed to achieve cost synergies and broaden data resources across Axel Springer's U.S. operations. As of 2025, remains the ultimate owner of EMARKETER, with no reported sales, dilutions, or changes in . eMarketer operates on a global scale with 201-500 employees and maintains its headquarters at in .

Leadership and operations

As of 2025, Matthias Braun serves as the of EMARKETER, a role he assumed in 2024 following his tenure as . In this capacity, Braun oversees the integration of into EMARKETER's offerings and drives the evolution of its product suite to enhance forecasting and insights capabilities. His leadership emphasizes leveraging to transform how businesses analyze and media consumption patterns. EMARKETER's executive team includes key roles focused on research and analytics, such as Vice President of Research Jennifer Pearson, who leads efforts in data-driven insights, and Vice President of Content Paul Verna, specializing in streaming and connected TV trends. Principal analysts like Jasmine Enberg, who heads social media and creator economy forecasting, and Sarah Marzano, overseeing retail media projections, bring deep expertise in data analytics and evolving digital advertising landscapes. These leaders collaborate to ensure forecasts incorporate real-time data from diverse sources, highlighting EMARKETER's commitment to authoritative analysis of global digital behaviors. The company's operational structure is organized around specialized teams in , , and client services, utilizing proprietary forecasting models that aggregate first-party data, partner inputs, public filings, and executive interviews. teams develop benchmarks across core areas like , , and , while groups refine predictive algorithms for accuracy. Client services handle customized consultations and access to insights, supporting users in strategic decision-making. Headquartered in , EMARKETER maintains primarily U.S.-based operations but provides comprehensive international data coverage through teams spanning the , , and . Daily activities include updating economic forecasts, publishing articles via the eMarketer Daily , and hosting webinars to disseminate timely trends in digital media and commerce. As part of , these operations align with broader digital publishing goals. In recent years, EMARKETER has prioritized AI-driven initiatives for , including the launch of the PRO+ suite in March 2024 following a to unify its forecasting tools under a single platform. This effort, accelerated post-, integrates generative AI to enhance shopper modeling and ad spend projections, enabling faster insight generation for clients navigating AI's impact on .

Products and services

Research and forecasting tools

eMarketer offers thousands of proprietary forecasts covering key digital sectors, including digital advertising spend, e-commerce sales, media consumption patterns, and the impacts of artificial intelligence on these areas. These forecasts provide estimates and projections for market sizes, growth trajectories, and consumer behaviors, drawing on a comprehensive dataset to inform business strategies. For instance, the "Future of Digital 2025" report projects a $140 billion opportunity in digital advertising beyond dominant players like Google, Meta, and Amazon, highlighting emerging channels amid slowing overall growth. The company's research methodologies follow a structured Aggregate, Filter, Organize, and Analyze (AFOA) process, aggregating from over 3,000 sources such as surveys, public filings, white papers, trade and government publications, press releases, and partnerships with data providers. Proprietary statistical models integrate this multi-source , with analysts conducting expert interviews and primary to fill gaps, validate trends, and generate unbiased projections. This approach emphasizes , with all forecasts citing underlying sources and methodologies, and has demonstrated high accuracy, such as 2021 estimates within 1.3% of actual figures across tracked metrics. Key tools include interactive charts for visualizing trends, customizable dashboards for tailored data exploration, and AI-enhanced search capabilities that enable rapid comparison of insights and discovery of emerging patterns. Examples encompass forecasts on generative (GenAI) personalization in , projecting surges in AI-driven and assistance, alongside growth estimates anticipating $69.33 billion in spending by 2026, up from $58.79 billion in 2025. Unique features comprise ready-made reports on specialized topics, such as evolving shopper journeys influenced by discovery tools and the progression of B2B marketing strategies incorporating video and creator content. These reports are updated quarterly to reflect the latest data and market shifts, ensuring ongoing relevance for .

Subscription and access models

eMarketer's primary access model is the corporate subscription, which provides businesses with unlimited access to its full suite of reports, proprietary forecasts, and analytical tools through a dedicated . This model supports team-wide usage, including features like account sharing for multiple users, custom requests, and integration options tailored for needs. For individual users, eMarketer offers limited free access to select content, such as daily articles on trending topics and curated newsletters highlighting key industry insights, with options to upgrade to a premium PRO+ subscription for deeper access to forecasts, benchmarks, and exclusive reports. The PRO+ plan, launched in , includes newsletters, podcasts, flexible data visualizations, and downloadable content, enabling personalized exploration of , , and data. Content delivery occurs primarily via the EMARKETER Platform web portal, supplemented by email alerts for real-time updates, downloadable PDFs of reports and charts, and virtual webinars for exclusive analyst-led events. Enterprise subscribers may also access add-ons like the Analyst Access Program, which provides hosted presentations and industry briefings through web conferencing. Following the 2020 merger with Business Insider Intelligence, eMarketer's subscriptions evolved to bundle expanded content from both entities, rebranding temporarily as Insider Intelligence before reverting to the eMarketer name in 2023 with enhanced global coverage. By 2025, the model continues to emphasize comprehensive digital access, serving over 100,000 corporate subscribers and thousands of newsletter recipients. The client base primarily consists of marketers, advertising agencies, and executives in , , and sectors, who rely on these subscriptions for strategic in and .

Industry impact and recognition

Key contributions to digital analysis

eMarketer has made seminal contributions to through its pioneering forecasts on growth during the , when the firm, founded in 1996, became one of the first to provide data-driven projections on the nascent landscape. These early reports established benchmarks for understanding the shift from traditional to , influencing amid the boom. By tracking ad spend and in an era of rapid , eMarketer's analyses helped shape industry expectations for 's potential, with forecasts highlighting in that foreshadowed its dominance. In 2025, eMarketer released landmark reports such as the "Global Media Intelligence Report" in collaboration with Publicis Media and GWI, offering comprehensive insights into media consumption across 50 markets. This annual guide details device usage and audience behaviors, revealing strong enthusiasm for in shopper discovery among younger demographics in mobile-first regions like and the , where adoption rates outpace more mature markets in and . It also examines Gen Z purchase paths, showing how this cohort stacks media formats—such as short-form video, streaming, and broadcast—averaging over 6 hours weekly on short-form content in markets like and the , thereby informing blended strategies. eMarketer's data innovations include its annual "Top Trends to Watch" series, with the 2025 edition identifying nine pivotal shifts, such as enhancing predictive capabilities for business growth and regulatory pressures on ad giants. A midyear update emphasized how could drive efficiency in and , projecting its role in unlocking opportunities beyond traditional platforms. Complementing this, eMarketer's forecasts on fastest-growing segments from 2025 to 2027 highlight niche players outpacing tech giants like and , with retail media expected to maintain strong compound annual growth rates despite moderating overall ad momentum. These projections, including a 17.2% CAGR for retail media ad spending through 2028, provide critical context for sizing and strategic allocation. Through thought leadership, eMarketer has influenced strategies via interviews, case studies, and articles on inflation-adjusted consumer behavior, such as timelines showing how U.S. households reduced by up to 0.4% in real terms amid rising prices in 2022, with 84% of consumers reporting spending impacts as of Q2 2024. On B2B digital shifts, reports forecast U.S. B2B ad spending reaching $25.72 billion by 2027, with a slowdown to 11.1% growth as video and display formats gain share, guiding marketers toward AI-powered segmentation and first-party data reliance. eMarketer's quantitative impact is evident in benchmarks cited across industry reports, particularly on evolution in the era, with worldwide sales projected to hit $6.86 trillion in 2025, up 8.4% year-over-year, reflecting stabilization after pandemic accelerations. These timelines trace growth from early online adoption to 2025's mature landscape, where accounts for 16.9% of U.S. sales, providing foundational data for understanding long-term trajectories.

Awards and partnerships

eMarketer has been recognized as a leading authority in digital , often described as the "gold standard" for , , and due to its rigorous methodologies and accuracy. Industry profiles, such as those from PitchBook, highlight eMarketer's established reputation for providing reliable insights into , though specific formal awards for accuracy are not prominently documented. Internal discussions from eMarketer emphasize the precision of their forecasts, with historical accuracy rates supporting their credibility in the field. Key partnerships have bolstered eMarketer's influence, including its collaboration with Publicis Media and GWI on the 2025 Global Media Intelligence Report, which analyzes media habits across 50 markets and integrates proprietary data for enhanced global insights. Additionally, eMarketer has integrated with tech firms like Pureinsights to develop -powered tools, such as the AI Search feature launched in 2025, enabling faster navigation of research data. eMarketer plays a prominent role in the industry ecosystem, with its data and analyses frequently cited in major media outlets for digital trend coverage. For instance, has referenced eMarketer forecasts in reporting on e-commerce growth, investments by tech giants, and online shopping shifts. has similarly drawn on eMarketer's projections for stories on search advertising surges, social media revenue, and upfront ad market dynamics. eMarketer contributes to retail marketing conferences, such as Shoptalk Spring 2025 and POSSIBLE 2025, where its analysts discuss value-driven strategies and in retail media. In 2025, eMarketer's partnerships have increasingly focused on generative (GenAI) for , expanding its scope from traditional research to AI-enhanced growth forecasting and tool integrations, thereby amplifying its industry impact.

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