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