This issue of EMARKETER Daily is made possible by PMG. PMG’s latest trends reveal that brands maintaining steady connections and strategic investments are set to capture crucial holiday demand. Explore the findings at Insights, Unwrapped. |
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NOVEMBER 21, 2025 |
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What is the top measurement methodology used by US brand and agency marketers? |
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A) Incrementality testing/experiments B) Platform-provided attribution C) Marketing mix modeling (MMM) D) Multitouch attribution (MTA) |
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TOP STORY |
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As the digital advertising landscape evolves, the pressure has increased for marketers to show the ROI of their campaigns. New measurement solutions and strategies are competing with tried-and-true methods to give advertisers clearer paths toward gathering these valuable data insights. |
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Next year, the quest to improve measurement will open up in a number of different directions. |
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IN THE NEWS |
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The European Commission (EC) plans to propose scaled-back digital regulations to make it easier for companies to access users’ personal data and allow AI companies to legally use personal information for model training. |
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The changes include simplifying cookie consent and letting users accept with a single click and save preferences centrally.
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It would change parts of the General Data Protection Regulation (GDPR) to narrow the definition of personal data, which would become information that a business can link to a person using tools it directly controls, rather than any conceivable method, per PPC Land. |
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INDUSTRY VIEWS |
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Shoppers are spending about 10% more on gifts this year, even if they’re feeling less confident. New insights from PMG show how that mix of caution and momentum is shaping a holiday season built on smart pacing and steady engagement. This article was contributed by PMG. | | |
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ANALYSIS |
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The ad industry’s obsession with cheap reach has damaged consumer trust—and now advertisers are paying the price, Mozilla SVP of strategy and operations Suba Vasudevan told EMARKETER at Web Summit. |
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In her view, trust is no longer a “soft” concept but a measurable performance factor. Brands are prioritizing safety, transparency, and control over scale, and Mozilla’s pitch for Firefox Ads—which places sponsored shortcuts, sponsored stories, and advertisements on the New Tab page—builds directly on that idea: Clean, privacy-forward environments are both ethical and commercially effective. |
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