eMarketer

Dominant provider of digital advertising and media forecasts; widely cited as the industry standard for digital ad spend data

eMarketer is a premier market research and data analytics company specializing in digital marketing, advertising, media, and e-commerce trends. Founded in 1996, the company provides proprietary forecasts, statistics, and analysis that help businesses understand the rapidly evolving digital landscape. Its research covers topics including programmatic advertising, social media marketing, mobile commerce, video advertising, and consumer behavior across global markets. eMarketer's flagship product, the eMarketer platform (now integrated into Insider Intelligence), offers subscribers access to thousands of charts, forecasts, and reports compiled from hundreds of sources. The company is widely regarded as a gold standard for digital advertising spend forecasts, with its annual projections frequently cited by major media outlets, Wall Street analysts, and industry executives. Its data underpins strategic planning for advertisers, publishers, agencies, and technology vendors. In 2016, eMarketer was acquired by Axel Springer, the German media conglomerate, and subsequently merged with Business Insider's research division to form Insider Intelligence in 2020. Despite the rebrand at the parent level, the eMarketer brand has been retained as a product and research brand within Insider Intelligence, maintaining its strong market recognition and subscriber base. The company competes with firms like Forrester, Gartner, and Nielsen in the broader market research space, but holds a particularly dominant position in digital advertising intelligence.