Key stat: 47% of marketers worldwide say better attribution and measurement is the top benefit of integrating martech and adtech systems, according to an August survey from EMARKETER and Zeta Global.

Beyond the chart:

• In fact, measurement is also where marketers are putting their money. 47% of US brand and agency marketers named attribution and measurement their top investment priority for 2025, according to October 2024 data from InMarket.
• Meanwhile, 71% of global marketers view advanced analytics and measurement as a key opportunity area, second only to improved testing at 74%, according to an October 2024 survey from Digiday and NCSolutions.

Use this chart: Drop this into your next martech consolidation pitch to show stakeholders that measurement clarity, not cost savings, is what's driving integration decisions. Use it to justify investments in unified attribution before chasing efficiency gains.

Related reports

• Ad Measurement Trends H1 2025 (EMARKETER subscription required)
• Programmatic Advertising Forecast and Ad Tech Trends H1 2025 (EMARKETER subscription required)

Methodology: Data is from the November 2025 EMARKETER and Zeta Global “Martech/Adtech Convergence Survey." 138 marketers worldwide who use ad tech/marketing technology (martech) tools were surveyed during August 2025. Among those surveyed, 104 have partially or fully integrated ad tech and martech systems.