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More than 2 in 5 US marketers most commonly transact on first-party data

Article by Arielle Feger  |  Oct 12, 2023
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More than 2 in 5 US marketers most commonly transact on first-party data
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Topics
Data
Consumer Privacy & Security
United States

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Data Types US Marketers and Agencies Most Commonly Use for Transactions With Media Sellers, April 2023 (% of respondents)
E-Mail ChartDownload

Key stat: 43% of US marketers and agencies use proprietary identifiers like first-party data when transacting with media sellers, per Advertiser Perceptions.

Beyond the chart:

  • A quarter of US marketers and agencies are still using third-party cookies, even though Google says it will deprecate them in 2024.
  • Nearly the same amount (23%) are using non-cookie solutions like The Trade Desk’s Unified ID 2.0 or Yahoo’s ConnectID, showing that some marketers have begun to prepare for a post-cookie future.
  • US marketers will spend $10.4 billion on identity solutions and services this year, more than triple what they did in 2018, per the Winterberry Group.

Use this chart:

  • Identify the data types most commonly used by US marketers and agencies while transacting with media sellers.

More like this:

More Chart of the Day:

Note: Respondents were asked, "Which one of the following data types do you most commonly transact on with media sellers?" Data was provided to Insider Intelligence by Advertiser Perceptions.

Methodology: Data is from the September 2023 Advertiser Perceptions report "Future of Identity: Buy Side." 150 US marketers and agencies were surveyed online during April 19-28, 2023. Respondents were from The Advertiser Perceptions Ad Pros Community and trusted third-party partners, use/are involved with any DSP, CDP, ID resolution solutions, data onboarding, and data clean rooms; hold a job title/level of director/supervisor (49%), VP+ (44%), or manager/associate (7%) with an average digital ad spend of $127 million, of which 52% is transacted programmatically.