eMarketer

Leading specialized research authority for digital advertising, media, and commerce intelligence, widely cited across the industry

Founded in 1996 and headquartered in New York, eMarketer is one of the most authoritative and widely cited market research firms in the digital advertising and marketing industry. The company specializes in providing data-driven forecasts, statistics, and analysis covering digital advertising spend, social media, e-commerce, mobile, video, and emerging media trends. Its research is used by thousands of marketing professionals, media buyers, publishers, and executives to benchmark performance, plan campaigns, and make strategic business decisions. eMarketer operates as part of Insider Intelligence, having been rebranded and integrated under that umbrella following its acquisition by Axel Springer. The platform offers subscription-based access to proprietary reports, charts, forecasts, and analyst briefings. Its flagship products include detailed country-level and global ad spending forecasts, audience sizing estimates, and vertical-specific research across retail, financial services, healthcare, and more. In the AdTech and MarTech ecosystem, eMarketer holds a premium market position as a trusted third-party research authority. Competing with firms like Forrester, Gartner, and IDC, eMarketer differentiates itself through its deep specialization in digital media and advertising metrics. Its data is frequently referenced in earnings calls, industry presentations, and media coverage, cementing its role as a foundational intelligence resource for the global digital marketing industry.