Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Choosing a data partner for 2023 and beyond | Sponsored Content

This article was contributed by Attain.

Everyone in the advertising industry is well aware that cookie deprecation has been a moving target for years, but there seems to be a general consensus that it’s finally happening in Q3 2024. As with all impending major changes in life, it’s hard to wrap our collective minds around what the world will look like on the other side and far too easy to stick with the status quo until we’re forced to take action. As of early 2023, 45% of advertisers worldwide still planned to spend half of their marketing budgets on cookie-based activations, and 64% even planned to increase spending on cookie-dependent strategies, according to Adobe.

If advertisers can start evolving and adapting now, 2024 will be a much more gradual transition instead of a sudden whiplash. Retail media has provided a glimpse into what the future will look like, offering a seemingly straightforward way to access first-party purchase data for activation and measurement, in lieu of opaque, third-party data from aggregated sources. However, retail media networks aren’t the only option for marketers in search of a sustainable solution.

Sourcing data partners that supply cookieless, permissioned, first-party purchase data allow marketers to target and measure using their existing workflows, without adding another activation platform or creative spec to their workload.

Here are four questions to ask data providers to ensure you lock in a partner with staying power.

1. Where and how is the data sourced?

Just because data is from a commercial source doesn’t automatically imply that it’s sourced fairly or explicitly. Many companies aggregate data from disparate sources with varying coverage and quality, repackaging it as their own. Instead, look for partners who sell their own first-party data with explicit permission from consumers to do so. If they can’t tell you where their data is sourced, that’s a red flag.

2. Is the seed audience deterministic?

Would you rather make decisions using someone else’s best guess or a verified fact? It’s a simple question to answer, yet many of the data providers that use seed audiences—often made up of current or likely customers—also use some form of probabilistic modeling to expand the seed audience, which can dilute the very definition of what a seed should be. While a probabilistic data set might offer a larger seed audience, it will only amplify any inaccuracies when it comes time to model lookalikes.

3. Is the identification method deterministic?

Prioritize data providers who can use first-party personally identifiable information (PII) as a digital identifier, such as permissioned email addresses and phone numbers. In these instances, PII is fed into a device graph and matched with the larger programmatic universe. PII is a stable source of identification with high match rates.

4. How do they demonstrate the efficacy of their data?

Commerce data providers hold the holy grail of closed-loop measurement. The data used for targeting can, in turn, be used to measure campaign success with actual sales. Look for providers who are also willing to use their data to measure and demonstrate the efficacy of their audience segments through sales attribution and incrementality measurement.

To learn how you can partner with Attain to gain access to permissioned, first-party purchase data to measure sales outcomes and target untapped audiences, visit