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Explore our Research →Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers
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Google, Anthropic, OpenAI, Meta: We’re losing visibility into AI
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Nonessential spending slumps amid tariff price hikes
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Jul 15, 2025
JIC’s measurement audit shows a sector diversifying beyond Nielsen
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Jul 15, 2025
Marketers rush to unify social, CTV strategies
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Jul 15, 2025
AI summaries in Google’s news feed could undercut publisher traffic—again
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Jul 15, 2025
Critics of UnitedHealth Group get louder as the health insurer attempts to quiet them
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Jul 15, 2025
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Access All Charts and Data
Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.
Access All Charts and Data
Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.
September 25, 2023
Data Types US Marketers and Agencies Most Commonly Use for Transactions With Media Sellers, April 2023 (% of respondents)
Note
Respondents were asked, "Which one of the following data types do you most commonly transact on with media sellers?" Data was provided to Insider Intelligence by Advertiser Perceptions.Methodology
Data is from the September 2023 Advertiser Perceptions report "Future of Identity: Buy Side." 150 US marketers and agencies were surveyed online during April 19-28, 2023. Respondents were from The Advertiser Perceptions Ad Pros Community and trusted third-party partners, use/are involved with any DSP, CDP, ID resolution solutions, data onboarding, and data clean rooms; hold a job title/level of director/supervisor (49%), VP+ (44%), or manager/associate (7%) with an average digital ad spend of $127 million, of which 52% is transacted programmatically.Chart Title
Data Types US Marketers and Agencies Most Commonly Use for Transactions With Media Sellers, April 2023 (% of respondents)Publication Date
September 25, 2023
