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

This dossier has been compiled to provide statistical information about 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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