March 11, 2021

Effects of the Coming Changes to Third-Party Cookies/Identifiers to Their Company's Use of Data According to US Data Users, Jan 2021 (% of respondents)


Respondents were asked, "How do you expect the coming changes to third-party cookies and identifiers will affect your company’s use of data?" Data was provided to Insider Intelligence by Interactive Advertising Bureau (IAB).


Data is from the March 2021 Interactive Advertising Bureau (IAB) report titled "IAB State of Data 2021." 203 US data professionals were surveyed online during January 1-19, 2021 by Ipsos. Respondents include brands (25%), publishers (25%), ad tech (25%), agencies (13%), and data companies (13%) identified as either providers (40%) or users of data (60%) in a job position of SVP/VP/director (40%), manager (29%), account executive/analyst (17%), consultant/strategist (8%), or C-level (4%). Third-party data and data activation methodology was created through a partnership between IAB Research/Analytics and mdrk Consulting.