Importance of Select Types of First-Party Data to US Digital Marketers' Marketing and Advertising Decisions, by Level of Confidence in a Strong ROI, Sep 2018 (% of respondents in each group)
Respondents are very confident that mobile app analytics, ad serving data and in-store beacons/in-store visits first-party data is very important to their ad/marketing decisions.
Data provided to eMarketer by MightyHive.
Data is from the March 2019 Advertiser Perceptions and MightyHive report titled "The Data-Confident Marketer." 200 US senior digital marketing decision-makers from various industries were surveyed during about their views on first-party data in September 2018. Respondents had to be brand marketers (excludes agencies), director-level or above and involved in programmatic advertising and first-party data with a annual budget of at least $5 million. MightyHive is a programmatic solutions partner.