During a 2020 survey carried among data marketers primarily from North America, 57.1 percent of respondents stated they had increased use of first-party and/or contextual data for targeting in the 18 months leading up to the survey in order to enhance value derived from data.
Marketing initiatives used to enhance value derived from data in North America as of May 2020
among audience data users, suppliers and agency partners who support data-driven advertising and marketing use cases primarily based in North America
Method of interview
Online survey
Supplementary notes
Original question: "Over the past 18 months, which of the following has your organization used to enhance value derived from data?"
The graph only shows the highest-scoring answers.
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IAB (U.S.). (July 22, 2020). Marketing initiatives used to enhance value derived from data in North America as of May 2020 [Graph]. In Statista. Retrieved May 29, 2022, from https://www.statista.com/statistics/318431/value-analytics-usa/
IAB (U.S.). "Marketing initiatives used to enhance value derived from data in North America as of May 2020." Chart. July 22, 2020. Statista. Accessed May 29, 2022. https://www.statista.com/statistics/318431/value-analytics-usa/
IAB (U.S.). (2020). Marketing initiatives used to enhance value derived from data in North America as of May 2020. Statista. Statista Inc.. Accessed: May 29, 2022. https://www.statista.com/statistics/318431/value-analytics-usa/
IAB (U.S.). "Marketing Initiatives Used to Enhance Value Derived from Data in North America as of May 2020." Statista, Statista Inc., 22 Jul 2020, https://www.statista.com/statistics/318431/value-analytics-usa/
IAB (U.S.), Marketing initiatives used to enhance value derived from data in North America as of May 2020 Statista, https://www.statista.com/statistics/318431/value-analytics-usa/ (last visited May 29, 2022)
