Technology Compensation Survey | Technology Industry Data | Croner

Digital Media Industry Analysis

Now in its 25th year, the Croner Digital Content and Technology Survey provides up-to-date and complete market compensation data annually to companies conducting a material part of their business via the internet. The report is designed specifically for companies that develop and publish frequently updated internet content and/or provide internet commerce, transactions and services.

In today’s mostly-mobile world, companies from a wide variety of industries are all competing for talent in a concentration of jobs. The Survey results provide data on total rewards from approximately 115,000 employees in 100 companies, including from leading search/social media companies which set the market for digital jobs. Data cuts by industry provide a lens for working with the cross-industry data and provide meaningful answers to your questions about how to benchmark compensation and how to best compete for digital talent.  Participant companies use the survey results to understand salary differentials for benchmarking compensation, establishing rational pay levels and pay structures and to make informed decisions about bonus plans and equity plans.

Technology Compensation Survey

The Croner Digital Content and Technology Survey – International  launched in 2019 for U.S. companies with global employees. See the International Survey tab below for details.  

View the Job Families and Positions covered in the Survey here: 2020 Croner Digital Position Grids

See all compensation data elements reported for each position by viewing samples here: Sample Position Information – Exec, Standard, Ad Sales.

Click on the tabs below for more information.

Participant Companies

2020 Participants A - Z
see below for List of Participants by Industry Segment

Abercrombie & Fitch Co.
AccuWeather, Inc.
Activision Blizzard, Inc.
Advance Central Services, Inc.
Aetna, Inc.
Altice USA, Inc., Inc.
AMC Networks Inc.
American Greetings Corporation
Apple Inc.
Beachbody, LLC
Best Buy Co., Inc.
BuzzFeed, Inc.
Cable One, Inc.
Capital Group
CBRE Group, Inc.
Cengage Learning
Charter Communications, Inc.
Comcast Cable Communications, Inc.
Connexity, Inc.
Consumer Reports, Inc.
Cox Enterprises, Inc.
Cox Media Group
Crown Media Holdings, Inc.
CVS Health Corporation
Digital Extremes Ltd.
Discovery, Inc.
Disney ABC Television Group
Disney Direct-to-Consumer & International
Disney Parks, Experiences and Products
Edelman, Inc.
Electronic Arts Inc.
Epic Games, Inc.
ESPN, Inc.
Esurance Insurance Services Inc.
Expedia, Inc.
Extra Space Storage, Inc.
Facebook, Inc.
Fanatics, Inc.
FanDuel Group
Fox Corporation
GoPro, Inc.
Grindr LLC
Grist Magazine, Inc.
Group Nine Media
Hasbro, Inc.
HBO Latin America Production Services, L.C.
Hearst Business Media
Hearst Magazines
Houghton Mifflin Harcourt
Hulu, LLC
iHeartMedia, Inc.
Illumination Entertainment
International Data Group, Inc.
Jet Propulsion Laboratory
Johnson & Johnson Consumer Companies
Kohl's Department Stores
L Brands, Inc.
Leo Burnett Group
Live Nation Entertainment
Los Angeles Times
Mayo Clinic
McCann Worldgroup
McGraw Hill Education, Inc.
Meredith Corporation
Microsoft Corporation Ltd.
MLB Network, LLC
National Basketball Association
National CineMedia, LLC
National Football League
NBCUniversal Media, LLC.
Nestle USA
Niantic, Inc.
Nintendo of America Inc.
Nordstrom, Inc.
Northwestern Mutual Life Insurance Company
Peloton Interactive, Inc.
PepsiCo, Inc.
Personalized Beauty Discovery, Inc.
PGA Tour, Inc.
Pocket Gems, Inc.
Polyarc, Inc.
Public Broadcasting Service
Publicis Communications
Publicis Sapient
Qurate Retail Group
Ralph Lauren Corporation
Recreational Equipment, Inc.
Red Bull Media House North America, Inc.
Relic Entertainment, Inc.
Riot Games, Inc.
Rite Aid Corporation
Robert Half International Inc.
Robinhood Markets, Inc.
Roku, Inc.
Sabre Corporation
Scholastic, Inc.
Sephora USA, Inc.
SiriusXM + Pandora
Snap Inc.
Sony Interactive Entertainment LLC
Sony Pictures Entertainment
Spotify USA Inc.
Staples, Inc.
Starz Entertainment, LLC
Storm8, Inc.
Take-Two Interactive Software, Inc.
Target Corporation
TDS Telecom
Tencent America LLC
TestAccount Company
Texas Health Resources
The Church of Jesus Christ of Latter-day Saints
The E.W. Scripps Company
The Motley Fool, LLC
The New York Times Company
The Vanguard Group, Inc.
The Walt Disney Company
The Walt Disney Studios
The Washington Post
Thomson Reuters
Thrive Market
Universal Music Group, Inc.
Univision Communications Inc.
Velan Studios
Verizon Communications Inc.
Verizon Media
Viacom Media Networks
Vice Media LLC
Vivid Seats LLC
Vox Media, Inc.
Walgreen Company
Walt Disney Television
Warner Media
Warner Music Group
Westfield, LLC
Who What Wear
Williams-Sonoma, Inc.
World Wrestling Entertainment, Inc.
WOW! Internet, Cable & Phone
Yum! Brands, Inc.
Zynga Inc.

2020 Participants by Industry Segment

Business Products / Services

Thomson Reuters

Digital Advertising Services

McCann Worldgroup
Publicis Communications North America

E-Commerce Retail

American Greetings
Aon (On behalf of Johnson & Johnson)
Best Buy
Extra Space Storage
Fanatics Inc
J. C. Penney Company, Inc.
Kohl's Corporation
L Brands, Inc.
Peloton Interactive
Qurate Retail Group
Ralph Lauren
Recreational Equipment Inc (REI)
Rite Aid Corporation
Staples Inc
Target Corporation
Walgreens Company
Williams-Sonoma, Inc.
WW International

E-Commerce Transactions

Allstate Corporation
Capital Group
Northwestern Mutual
The Vanguard Group, Inc
United Services Automobile Association (USAA)

Food and Beverage

Nestle USA
PepsiCo, Inc.
Yum! Brands, Inc.

Media / Entertainment

A+E Networks
Advance Local Media, LLC.
Altice USA 
AMC Networks
Apple, Inc.
Cox Media Group
Crown Media Family Networks
Discovery Inc.
Disney Direct-to-Consumer & International
Fox Corporation
Group Nine Media, Inc.
iHeartMedia, Inc.
MLB Network
Public Broadcasting Service
Red Bull North America, Inc.
Sony Pictures Entertainment
Starz (A Lionsgate Company)
TDS Telecom
The E.W. Scripps Company
The National Basketball Association
The Walt Disney Studios
Universal Music Group
Vice Media Group LLC
Walt Disney Company
Warner Music Group
WarnerMedia LLC


Consumer Reports
Grist Magazine, Inc.
Houghton Mifflin Harcourt
International Data Group
The New York Times
The Washington Post

Search / Social Networks

Facebook, Inc.
Microsoft Corporation
Snap Inc
Verizon Media

Software Games

Electronic Arts
Nintendo of America
Riot Games, Inc.
Sony Interactive Entertainment (Playstation)
Take-Two Interactive Software, Inc.

Web Publishing / Special Interest

American Society of Composers, Authors and Publishers (ASCAP)
Jet Propulsion Laboratory
Texas Health Resources
The Church of Jesus Christ of Latter-day Saints
The Motley Fool


Position Grids & Job Families Reported

To view a pdf of the complete list of jobs by family and by level, please click here:
2020 Croner Digital Position Grids

List of Job Families:

General Management

Virtual Reality
Content Strategy
Content Partner Account Management
Content Curating
Digital Content Scheduling
Native Producing
Multimedia Producing
Multimedia Editorial
Digital Video Creative Development

Video Producing
Video Editing / Shooting
Audio Design / Producing
Podcast Producing
Technical Producing

Digital Show Host
Show Booking
Talent Management

Product Management
Technical Production Management

Site Merchandising
Merchandising Planning
Supply Chain Optimization

Production Management
Post Production
Quality Control

Production Art
User Experience Design
User Experience Research

Managing Editorial
Technical Writing
Digital Reporting

Photography Editing or Administration
Digital Assets

Search Editorial / Ontology

Media Technical Production

Network Operations
Network Engineering
Systems Engineering
Security Engineering
Security Analysis
Ethical Hacking
Security Compliance

Software Engineering
Web Development
Mobile App Development
Mobile Submissions
DevOps Engineering
Business Functional Analysis
SW Architecture
SW QA Engineering
SW Testing
SW Release Engineering

Data Engineering
Database Development
Database Administration
Digital Analytics
Data Science
Business Intelligence Engineering
Back-End Development

Technical Project Management
Technical Program Management
Scrum Master
Creative Services Project Management

Brand Marketing
Brand Development and Licensing
Product Marketing
Direct Marketing
Product Copywriting
Email Marketing
Email Marketing Analysis
Events Marketing
Influencer Marketing
Experiential Marketing
Audience Development
Integrated Marketing
Creative Services

Market Research
Competitive / Business Intelligence Research

Business Development
Account Service / Management

Social Media Management
Social Media Producing
Social Media Editorial
Community Management
User Content Review

Search Engine Optimization

Search Engine Marketing

Customer Support

Field Ad Sales
Programmatic Sales
Inside Ad Sales
Local Field Ad Sales
Ad Solutions

Digital Product Sales

Sales Account Service / Management
Sales Marketing
Sales Strategy and Planning
Sales Operations
Lead Generation Administration
Sales Analysis
Sales Training
Ad Producing
Ad Operations
Ad Inventory Management
Yield Analytics
Ad Campaign Management
Ad Traffic

Fraud Prevention and Investigation
Fraud Analysis

Digital Recruiting
Digital Legal Counsel
Production Accounting
Human Resources
Information Technology


Position Data Reported

To view a pdf of sample position data, please click here:
Sample Position Information - Exec, Standard, Ad Sales

The Compensation Data Report reports the follow compensation elements for every position:

  • Number of Incumbents Reported
  • Number of Companies with Match
  • Geographic Composition
  • FLSA Status
  • Total Average Supervised
  • Bonus and Sales Award Eligibility
  • Bonus and Sales Commission Received
  • Bonus and Sales Commission Targets
  • LTI Eligibility
  • LTI Awards Received
  • Base Salary
  • Target Total Cash Compensation
  • Actual Total Cash Compensation
  • Actual Cash Awards as % of Base Salary
  • Annualized NPV of LTI Awards
  • Total Direct Compensation
  • Paired Comparison Position Match Analysis for Base Salary, Actual Total Cash Compensation and Total Direct Compensation
  • Differentials (of average pay between organization levels by job family category)

Survey Differentials / Data Cuts Reported Where Relevant:

  • Geographic Area - Metropolitan Area U.S. Region
  • Digital Revenues - for VP level and above
  • Ownership Model - Digital Company - Private, Digital Company - Public, Digital Unit / Positions
  • Ad Sales Revenue Targets - for Advertising Sales positions
  • Tenure / Eligible for Full Year of Awards -  for Advertising Sales and Sales Operations positions
  • Technical / Other than Technical Positions - by level
  • Specialty / Scope - for selected positions, specialties include:
    • Big Data or other than Big Data
    • Machine Learning
    • Manages Staff or is an Individual Contributor
  • Industry Segment:
    Digital Advertising Services
    E-commerce Retail
    E-commerce Transactions
    Media / Entertainment
    Software Gaming
  • Platform:
    Social Media
  • Scope of Responsibility - for VP and above: Head of Function or other than Head of Function
  • Type of Sales - Advertising Network or Internet Sites
  • Sales Territory Level - National, Regional or Local

Custom Cut of Data For an additional fee of $550, the participant company may select a subset of companies from the full participant list for a custom cut of data. A minimum of ten companies is required.

Policy Data Reported

The Full Report of Results covers Policies and Practices, including all of the sections below:

  • Participant Profile
    • Participants
    • Web Sites
    • Ownership
    • Industry Composition
    • Geographic Distribution
    • Work Force Sizes
    • Start of Fiscal Year
    • Last Year Fiscal Revenues
  • Short-term Incentive Plan Design
    • Prevalence of Plans
    • Changes to Plans in Past Year
    • Eligibility Levels
    • Type of Plans
    • Plan Funding and Award Caps
  • Long-term Incentive Plan Design
    • Prevalence of Plans
    • Changes to Plans in Past Year
    • Eligibility Levels
    • Type of Plans
    • Plan Design
    • Stock Option Plan Vesting
    • Restricted Stock Units Plan Vesting
  • Ad Sales Plan Design
    • Prevalence of Plans
    • Changes to Plans in Past Year
    • Prevalence of Multiple Incentive Plans
    • Type of Plans
    • Structures
    • Performance Measures
    • Provisions for Increased Ad Sales
    • Additional Awards When Targets Met or Exceeded
    • Draws
    • Discretionary Bonus Awards
    • Caps
    • Timing of Credit for Sales
    • Frequency of Payment of Awards
    • Eligibility
    • Organization Level of Revenues Measured
    • Anticipated Performance Against Assigned Targets
    • Frequency of Target Setting
    • Target Compensation Mix
    • Annual Revenue Targets and Awards
    • Cost of Ad Sales Compensation as % of Revenues
  • Selected Amenities
    • Different Practices by Location or Sites
    • Geographic Distribution
    • Summary of Amenities
    • Detail of Amenities

Survey Schedule

Survey Planning Meeting:  January 28, 2021
Questionnaire Distribution:  April 1
Data Effective Date:  March 1
Questionnaire Due Date:  April 30
Full Report of Results Published:  Late August  
Report of Results Webinar:  September 

Participation Fees

The 2021 Participation Fee for the U.S. Survey is $9,700. 
Participation entitles your organization to receive the 2021 Full Report of Results, which includes the Compensation Data Report (xls) and the Policies and Practices Report (pdf) along with the Salary Budget Survey Supplement conducted in August.  All reports are published in late August or early September.

Custom Cut of Data for Participants 
For an additional fee, a participant company may select a subset of companies from the participant list for a custom cut of the data set. A minimum selection of ten companies is required.  A custom cut of the data set for "All Incumbents" is $550. A custom rerun of the data set including all data cuts is $950.

Purchase of 2020 Results As A "Non-participant"
If you missed the participation cycle for the current year, the Survey results may be purchased without having participated in the Survey, only by committing to the subsequent year Survey as a participant. The commitment to participate requires paying a 50% non-refundable deposit ($4,850 in 2020) toward the subsequent year participation fee.  There are two options for purchasing current data:

Purchase Option #1:
2020 Full Report of Results is $19,400 + 2021 Participation Fee Deposit of $4,850

  • The 2020 Full Report of Results is available for purchase for $19,400 plus a non-refundable 50% deposit of $4,850 towards the 2021 participation fee.
  • Total payment required upfront is $24,250.
  • As a committed 2021 Participant, your company's survey submission would be due in April 2021.  The second half participation fee payment of $4,850 is due in July 2021. Payment of these fees and submission of a completed survey questionnaire will entitle your organization to receive the 2021 Full Report of Results.

Purchase Option #2:
10 Positions selected from the 2020 Compensation Data Report is $4,850+ 2021 Participation Fee 50% Deposit of $4,850

  • Compensation data for the "all incumbents" cut for up to 10 positions from the 2020 Full Report is $4,850 plus a non-refundable deposit of 50% towards the 2021 participation fee. The Policies and Practices Report is not included.
  • Total payment required upfront is $9,700.
  • As a committed 2021 Participant, your company's survey submission would be due in April 2021.  The second half participation fee payment of $4,850 is due in July 2021. Payment of these fees and submission of a completed survey questionnaire will entitle your organization to receive the 2021 Full Report of Results.


International Survey

The Croner Digital Content and Technology Survey - International was launched in 2019.  The supplemental Compensation Data Report provides a primary data source for U.S.-based companies with digital content and media positions and digital advertising sales positions located in Canada, Europe, Asia and Australia.  In addition, the Report serves as a second data point for technology and general and administrative positions located internationally.   

The positions surveyed include all of the positions in the U.S. Survey:  all job functions, families and levels in the Croner Digital Position Grids .  Results are provided by country in local currency.

In the 2019 Results, sufficient data were available from 13 participant companies to report compensation results for 20 positions in: Australia, Canada and the United Kingdom. In addition, roll-ups of 15 positions by level within job family category and 20 positions by organization level are reported.

Please contact us for information about survey planning for 2021.

Register to Participate

To register your company for participation in this Survey or to ask questions, please contact Susan Cronk at (415) 485-5512, Laurie Krashanoff at (415) 485-5521 or email us at


The Croner Company conducts this Survey as an independent third party to ensure the confidentiality and consistency of the data provided. All data are held in strict confidence and are reported only in summary form. No attribution is made to any specific data from any participating companies. The Croner Company aggregates data using DOJ "Safe Harbor Guidelines" to ensure full regulatory compliance of the Survey report.

Survey reports are distributed only to participants and all participants are required to sign an agreement that confirms they will abide by our confidentiality standards.