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During a November 2023 survey carried out among advertising decision-markers at brands, agencies and publishers who oversaw programmatic in the United States, it was found that contextual data accounted for
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percent of ad targeting budgets, on average. First-party data was nearly equally popular, with
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Distribution of advertising targeting budgets in the United States as of November 2023, by data type
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MarketingCharts. (January 31, 2024). Distribution of advertising targeting budgets in the United States as of November 2023, by data type [Graph]. In Statista. Retrieved November 30, 2025, from https://www.statista.com/statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts. "Distribution of advertising targeting budgets in the United States as of November 2023, by data type." Chart. January 31, 2024. Statista. Accessed November 30, 2025. https://www.statista.com/statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts. (2024). Distribution of advertising targeting budgets in the United States as of November 2023, by data type. Statista. Statista Inc.. Accessed: November 30, 2025. https://www.statista.com/statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts. "Distribution of Advertising Targeting Budgets in The United States as of November 2023, by Data Type." Statista, Statista Inc., 31 Jan 2024, https://www.statista.com/statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts, Distribution of advertising targeting budgets in the United States as of November 2023, by data type Statista, https://www.statista.com/statistics/1465198/ad-targeting-budget-data-type-usa/ (last visited November 30, 2025)
Distribution of advertising targeting budgets in the United States as of November 2023, by data type [Graph], MarketingCharts, January 31, 2024. [Online]. Available: https://www.statista.com/statistics/1465198/ad-targeting-budget-data-type-usa/
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