eMarketer

eMarketer is a subscription-based market research and information-services brand focused on digital marketing, advertising, media, commerce, and related technology markets. The company provides businesses, agencies, publishers, technology vendors, and other professional users with research reports, forecasts, comparative estimates, charts, articles, interviews, case studies, web conferences, and video content. Its work is intended to help decision-makers understand the scale and direction of digital economic activity, compare markets and companies, and plan marketing, media, and commerce strategies. The company was founded in 1996 by Terry Chabrowe and Geoff Ramsey and is headquartered in New York City. Its core proposition has been the aggregation and interpretation of market information from multiple sources rather than the presentation of a single raw dataset. Through its subscription service, users can access a web-based research portal containing analyst-generated reports and forecasts covering digital advertising, media consumption, marketing technology, retail and e-commerce, and broader commercial trends. eMarketer's outputs have also circulated beyond its subscriber base through articles, charts, interviews, and externally cited market estimates. A major ownership change occurred in June 2016, when German media company Axel Springer acquired a 93 percent stake in eMarketer for approximately $242 million. Co-founders Chabrowe and Ramsey retained the remaining 7 percent and were expected to continue with the business. The transaction placed eMarketer within a larger international media and information-services group while preserving the brand's specialist research identity. In 2019, Axel Springer announced plans to combine eMarketer with Business Insider's subscription research operation, Business Insider Intelligence. Business Insider had itself been acquired by Axel Springer in 2015. The combination was implemented in 2020 under the Insider Intelligence brand, bringing eMarketer's research capabilities together with Business Insider's business-information platform. During this period, the eMarketer name was used within the broader Insider Intelligence structure rather than as the principal corporate-facing brand. In 2024, the brand was reverted to EMARKETER. The reversion restored the established research name while retaining the company's focus on subscription intelligence for digital marketing, media, commerce, and advertising. Its principal business model remains professional subscription access to proprietary research and data products, with the website serving as the main public and customer-facing channel.

eMarketer was established in 1996 by Terry Chabrowe and Geoff Ramsey in the United States. From its beginning, the company developed around the need for structured information about emerging digital channels and the changing relationship between marketing, media, advertising, and commerce. Its business model centered on paid access to research and analysis rather than on consumer products or advertising-supported media. The company's research service brought together reports, forecasts, estimates, charts, articles, interviews, case studies, web conferences, and video materials. Analysts and forecasters used information from global sources to build comparative views of markets and to place individual developments within broader digital trends. The resulting service was aimed primarily at professional users seeking market sizing, forecasts, competitive context, and strategic insight. In June 2016, Axel Springer acquired 93 percent of eMarketer for approximately $242 million. The transaction made eMarketer part of the German media company's wider portfolio while the two co-founders retained a combined minority interest. The founders were expected to remain involved with the company after the acquisition. This ownership change provided a corporate link between eMarketer's specialist market-research operation and Axel Springer's broader media and information activities. Axel Springer had acquired Business Insider in 2015. In June 2019, it announced an intention to merge eMarketer with Business Insider's subscription research arm, Business Insider Intelligence. The combination was completed in 2020 under the Insider Intelligence name. This phase positioned the former eMarketer operation within a broader business-information structure, combining specialist digital-market research with a platform associated with business news and intelligence. In 2024, the company restored the eMarketer name, styled as EMARKETER in the reference material. The change returned the research business to the identity under which it had built its reputation, while its subject coverage remained centered on digital marketing, advertising, media, commerce, and related markets. The brand's current public proposition is therefore rooted in subscription access to research, data, forecasts, and analysis delivered through a web-based client portal and related content formats. The available reference material does not identify a complete current executive roster, detailed financial statements, or a separate legal entity distinct from the wider ownership and brand structure. Accordingly, those fields are left unspecified rather than inferred.

• 2024

  The EMARKETER brand is restored

  [1]Emarketeren.wikipedia.org

  The company reverts to the EMARKETER brand after operating under the Insider Intelligence name.

• 2020

  Operations are combined under Insider Intelligence

  [1]Emarketeren.wikipedia.org

  eMarketer is combined with Business Insider Intelligence under the Insider Intelligence brand.

• 2019

  Planned merger with Business Insider Intelligence is announced

  [1]Emarketeren.wikipedia.org

  Axel Springer announces plans to combine eMarketer with Business Insider's subscription research operation.

• 2016

  Axel Springer takes a majority stake

  [1]Emarketeren.wikipedia.org

  Axel Springer acquires 93 percent of eMarketer for approximately $242 million, while the founders retain the remaining 7 percent.

• 2015

  Axel Springer acquires Business Insider

  [1]Emarketeren.wikipedia.org

  Axel Springer's acquisition of Business Insider later provides the corporate context for combining eMarketer with Business Insider Intelligence.

• 1996

  eMarketer is founded

  [1]Emarketeren.wikipedia.org

  Terry Chabrowe and Geoff Ramsey establish eMarketer as a market research company focused on digital marketing, media, and commerce.

A specialist source of subscription research, forecasts, and market intelligence for digital marketing, media, advertising, and commerce professionals.

• Subscription research platform

  eMarketer subscription research portal

  The web-based subscription portal provides customers with access to eMarketer's research library and data products. Its contents include analyst reports, forecasts, comparative estimates, charts, articles, interviews, case studies, web conferences, and videos. The portal is designed for professional users who need recurring access to market intelligence rather than a single report.

• Market forecasts

  Digital marketing and advertising forecasts

  These research products estimate the development of digital advertising and marketing markets and place those estimates in wider industry context. They are intended to support planning, budgeting, benchmarking, and strategic evaluation by advertisers, agencies, publishers, and technology companies.

• Industry intelligence

  Media and commerce industry analysis

  eMarketer's media and commerce coverage examines trends affecting digital media, retail, e-commerce, and commercial activity. The offering combines written analysis with data, charts, and forecasts so subscribers can compare markets and understand how consumer, media, and business behavior is changing.

• 2024

  The brand is reverted to EMARKETERStrategy

  Background

  After operating under the Insider Intelligence identity, the company restored the established eMarketer name.

  Action taken

  The brand was reverted to EMARKETER.

  Aftermath

  The restored brand again represents the company's subscription research and intelligence activities in digital marketing, media, advertising, and commerce.

  Source

• 2020

  Research operations move under the Insider Intelligence brandStrategy

  Background

  The 2019 combination plan brought eMarketer together with the subscription research operation associated with Business Insider.

  Action taken

  The combined operation was presented under the Insider Intelligence name.

  Aftermath

  The eMarketer name temporarily ceased to be the principal public-facing brand for the combined research business.

  Source

• 2019

  Combination with Business Insider Intelligence is announcedM&A

  Background

  Axel Springer owned both eMarketer and Business Insider, whose subscription research arm was known as Business Insider Intelligence.

  Action taken

  Axel Springer announced plans to combine eMarketer with Business Insider Intelligence.

  Aftermath

  The combination was implemented in 2020 under the Insider Intelligence brand.

  Source

• 2016

  Axel Springer acquires a majority stake in eMarketerM&A

  Background

  Axel Springer sought a majority position in the digital-market research company as part of its broader media and information-services portfolio.

  Action taken

  Axel Springer acquired 93 percent of eMarketer for approximately $242 million. The founders retained the remaining 7 percent.

  Aftermath

  eMarketer became part of Axel Springer's corporate portfolio, with the founders expected to remain with the company.

  Acquisition price. $242 million (June 2016)

  Source

1. 1Emarketeren.wikipedia.org
2. 2eMarketer official websiteemarketer.com