EMARKETER
B2B research platform for media, advertising, and commerce intelligence.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- EMARKETER Inc.
- Entity type
- COMPANY
- Founded
- 1996
- Headquarters
- 685 Third Avenue 21st Floor New York, NY 10017
- Company size
- 201–500
- Market role
- B2B SaaS Provider
- Official website
- emarketer.com
What EMARKETER does
EMARKETER operates a hybrid B2B intelligence model. It creates proprietary research and forecasts, packages them into a subscription platform, and sells access to businesses that need ongoing market and competitive intelligence. It extends this core asset through higher-value analyst advisory services, audience monetisation via sponsorships and advertising, and event programming that reinforces both subscription demand and advertiser interest.
Category differentiation
EMARKETER is a B2B market intelligence and research platform, not a consumer media publisher or an adtech buying platform. It is closer to a specialised analyst and data provider than to a general news site.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
EMARKETER is a US-based B2B market intelligence company focused on media, advertising, marketing, and commerce. Its core offering is a subscription research platform that provides proprietary datasets, forecasts, charts, benchmarks, reports, and analyst insights to support planning, market sizing, and decision-making. The company also offers an AI-assisted research interface embedded in its platform to help subscribers retrieve relevant insights more quickly. Beyond subscriptions, EMARKETER monetises its audience and expertise through bespoke advisory work, sponsorship and advertising programmes, and live or virtual events. Its paying customers are primarily enterprise marketing teams, agencies, analysts, strategists, and other business decision-makers rather than consumers.
Company news briefing
Briefing updated:
Following Axel Springer’s acquisition of Telegraph Media Group, EMARKETER continues to benchmark emerging advertising ecosystems, forecasting OpenAI's ad revenue at $5.41 billion by 2030 and AI-driven retail spending at $20.57 billion in 2026. The firm’s research into agentic economies aligns with publishers structuring content for AI systems as machine-targeted advertising gains traction.
Business model & monetisation
The primary monetisation model is recurring subscription revenue from access to the PRO+ research platform. Secondary revenue comes from bespoke advisory engagements sold as managed services, sponsorship and advertising packages sold against EMARKETER’s owned audience and content, and event-related revenue from participation and sponsorship. Commercially, this is a mix of SaaS-style subscriptions, service fees, and media sales.
- Research platform subscriptions
- Software Subscription
- Custom advisory engagements
- Service Fee
- Advertising and sponsorship programmes
- Ad-Supported
- Live and virtual events
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Mordor Intelligence
B2B market intelligence firm selling research, subscriptions and custom studies.
- IDC
Technology market intelligence, data, benchmarking and advisory provider.
- GWI
Consumer insights platform built on proprietary global survey data.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
B2B CTV Budgets Need Evidence Now
CTV · Recorded impact score: 3/5
This article advises B2B marketing teams to run CTV tests before finalizing their 2027 budgets. It argues that without first-party data, CTV budget lines are often cut or based on unverified vendor claims. The piece outlines a 90-day test plan to gather planning inputs on reach, cost, creative viability, and early website signals from targeted accounts. It warns that incrementality and payback cannot be proven in a quarter and recommends a narrow, focused test design with premium inventory. The article also notes industry trends like rising ad loads on platforms such as Prime Video, flattening CPMs, and buyer concerns about inventory quality, citing IAB research.
- B2B teams typically finalize 2027 plans by Thanksgiving.
- A 90-day CTV test can provide planning inputs on reach, cost, creative viability, and early site signals.
Retail Media Can Build Brands—Including Ways Other Media Can’t
Retail Media · Recorded impact score: 3/5
This opinion column argues that retail media, often dismissed as performance-only, is a powerful brand-building channel. It challenges Mark Ritson's critique by citing research from Binet & Fields and Ebiquity that brand building should account for 55-60% of ad spend, while most budgets go to performance. The author claims retail media offers reach, mental availability, and higher ROI, citing Emarketer data showing its share across formats. P&G's off-site retail media investment reportedly doubled in a year. The piece advises shifting budgets from low-performing performance channels and black-box AI tools to retail media, emphasizing causal modeling over MMM to reveal its true value. It positions retail media as a complement to TV, not a threat.
- Emarketer data shows retail media constitutes 29% of search, 11% of programmatic display/video, 6% of social, 16% of CTV, and 15% of DOOH ad spend.
- Sensor Tower data indicates Procter & Gamble's off-site retail media investment more than doubled in the past year.
OpenAI ChatGPT Ads Business Hits $1B Annual Run Rate
Platform · Recorded impact score: 4/5
OpenAI's ChatGPT Ads hit a $1 billion annualized revenue run rate within 200 days of its February 2026 U.S. launch, excluding free ad credits. The platform is expanding its self-serve Ads Manager to India, the Middle East, North Africa, and 31 European countries, with 50+ partners. New tools include a redesigned onboarding (campaigns in under a minute), $500 matching credits, CPC bidding, and a Conversions API. However, third-party data shows CTR of 0.6%–0.91% (vs. Google's 6.4%) and 14.35% off-topic ads. Advertisers see strong purchase intent but want better measurement and integrations, still treating the channel as experimental. OpenAI projects $2.5 billion in ad revenue for 2026 and $100 billion by 2030, while eMarketer forecasts OpenAI's ads at $5.41 billion by 2030 and the U.S. chatbot ad market below $1 billion in 2026.
- ChatGPT Ads hit $1B annualized revenue run rate within 200 days of U.S. launch, excluding ad credits.
- OpenAI is expanding Ads Manager to India, Middle East, North Africa, and 31 European countries, with 50+ partners and new tools (quick onboarding, CPC bidding, Conversions API).
Social Ad Dominance May Be a Measurement Illusion
Measurement · Recorded impact score: 2/5
An opinion piece by Vicky Chang (Tatari) argues that social platforms’ apparent advertising dominance is partly a measurement confidence effect rather than pure performance. Citing an eMarketer report showing social capturing 27.7% of US ad spend despite 12.5% of time spent, the article contrasts in-platform, self-reported attribution (ROAS, last-click, view-through) with true incrementality measurement. It notes major walled gardens (Meta, Google/YouTube, Amazon) have built internal measurement infrastructures that make performance easy to report but not directly comparable across platforms. Tatari’s analysis of 100 brands finds TV exposure often drives higher conversion rates attributed to social, highlighting the need for independent, cross-platform measurement—especially across the fragmented CTV landscape.
- eMarketer reported social networks will capture 27.7% of all US ad spend in 2026 while accounting for 12.5% of Americans' time spent with media.
- Convergent TV (linear and CTV) accounts for 38.5% of media time but receives 18% of ad budgets, per the cited eMarketer data.
ANA: Four Challenges Slowing Retail Media Investment
Retail Media · Recorded impact score: 3/5
A new report from the Association of National Advertisers (ANA) finds that inconsistent measurement standards are limiting incremental brand investments in retail media. Retail media in the U.S. is estimated at $70 billion by eMarketer, yet 55% of ANA members cited a lack of measurement standards as the top challenge. Executives from brands including Bayer, Hershey, Kenvue and Mondelez said inconsistent measurement across retail media networks makes it difficult to gauge effectiveness. Retailers are responding by introducing new formats such as streaming and offsite ads and promoting awareness-building capabilities to win additional ad dollars, but measurement gaps remain a barrier to greater brand budget allocation to retail media.
- Retail media is a $70 billion business in the U.S., according to eMarketer.
- A new report from the Association of National Advertisers (ANA) highlights a lack of measurement standards in retail media.
Explore company relationships
Questions about EMARKETER
What is EMARKETER?
EMARKETER is a B2B market intelligence company that provides research, forecasts, datasets, and analyst insights on media, advertising, marketing, and commerce.
Who uses EMARKETER?
Its users include marketing teams, media planners, analysts, strategists, agencies, brands, and enterprise decision-makers that need ongoing market intelligence.
How does EMARKETER make money?
It primarily earns subscription revenue from its research platform, with additional income from advisory services, sponsorships, advertising, and events.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
12 publicly documented primary sources and citations linked across the market graph.
Continue your research on EMARKETER
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.