Popularity of sharing first-party data in the U.S. 2020

During a 2020 survey carried out among senior industry experts from companies involved in the use of data and data collaboration from the United States, 64.3 percent of respondents stated they were currently collaborating with a third party to share first-party data for insights, activation, measurements, or attribution; 7.1 percent said they were not collaborating with anybody to such an end but that they used to in the past.

Share of organizations collaborating with others to share first-party data in the United States as of November 2020

Characteristic	Share of respondents
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Release date

January 2021

More information

Region

United States

Survey time period

November 2020

Number of respondents

75*

Special properties

among senior industry experts from companies involved in the use of data and data collaboration, ranging from technology providers, data companies and co-operatives, media owners, end user clients and brand marketers

Supplementary notes

* The survey was carried out among 75 senior industry experts from companies involved in the use of data and data collaboration, ranging from technology providers, data companies and co-operatives, media owners, end user clients and brand marketers from the United States and the United Kingdom. No separate number for the United States was provided.
Original question: "Does your organization collaborate with any other organization (e.g. brands, media companies, publishers) to share first party data for insights, activation, measurement, or attribution?"
The source defines first-party data as "data that an entity (brand or media owner) has collected with permission from the consumer. The permissions determine the rights of the entity for the use of the data."

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