Data usage in marketing and advertising in the U.S.

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Statista Dossier on data usage in marketing and advertising in the United States

Table of contents

  • 1. Overview
    • Global marketing data market size 2017-2021

    • Largest marketing data markets worldwide 2021

    • U.S. marketing data spend 2017-2021

    • Identity solutions spending in the United States 2020-2024

    • U.S. third-party audience data spend 2019, by type and channel

    • U.S. marketing data activation solutions spend 2019, by function

  • 2. Strategies, effectiveness, and challenges
    • Marketing analytics usage in the U.S. 2012-2020

    • Data sharing solutions used to support marketing efforts in the U.S. 2020

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

    • Impact of COVID-19 on marketing technology adoption in communications U.S. 2020

    • Personalization tools used by marketers in the U.S. 2020

    • Data used by marketers when targeting for personalization U.S. 2020

    • Benefits of using location data according to U.S. marketers 2020

    • Impact of privacy regulations on marketers' data strategy in the U.S. 2020

    • Average cost per data breach in the United States 2006-2020

  • 3. Cookies
    • Reliance on cookies in advertising in the U.S. 2020

    • Shifting from third-party cookies to another identity solution in the U.S. 2020

    • Measures undertaken to counter the impact of cookies deprecation in the U.S. 2020

    • Type of data that would replace third-party cookies in the U.S. 2020

    • Digital ad actions deemed possible in the cookieless era in the U.S. 2020

  • 4. Customer data platforms (CDPs)
    • Most popular marketing clouds in the U.S. 2020

    • CDPs impact on efficiency in the U.S. 2020

    • Ways in which CDPs are used by marketers in the U.S. 2020

    • Data unified with CDPs in the U.S. 2020

    • Benefits of CDPs in the U.S. 2020

    • Impact of CDPs on success metrics in the U.S. 2020

  • 5. Customer perception
    • Adult views on targeted advertising in the U.S. 2019

    • Levels of concern over personal data collection and use in the U.S. 2021

    • U.S. perception on granting smartphone app permissions 2019

    • Leading reasons for U.S. mobile users to share their data with companies 2019

    • U.S. mobile user awareness on select location data use by companies and brands 2019

    • U.S. consumer distrust in shopping recommendations 2019, by platform

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