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

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

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.