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Types of data used by marketers worldwide 2020

Published by Statista Research Department, Apr 8, 2021
During a 2019/2020 survey carried out among marketers with global responsibility for media and programmatic, 11 percent stated that they fully utilized third party data; another 22 percent said that third-party data was significantly utilized in their companies. Programmatic advertising, which is dependent on third-party data (and third-party cookies), attracted a spending of 127 billion U.S. dollars worldwide in 2020.

Extent to which marketers used selected types of data worldwide as of 1st quarter 2020

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Sources

Release date

August 2020

Region

Worldwide

Survey time period

Q4 2019 and Q1 2020

Number of respondents

48 respondents

Special properties

among marketers with global responsibility for media and programmatic

Supplementary notes

Original question: "How do you rate your current utilization of your data assets?"

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Programmatic advertising worldwideGlobal advertising marketProgrammatic advertising in the UKAdvertising agenciesMarketing technology
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