Popularity of sharing first-party data in the U.S. 2020
During a 2020 survey carried out among senior industry experts from companies involved in the use of data and data collaboration from the United States, 64.3 percent of respondents stated they were currently collaborating with a third party to share first-party data for insights, activation, measurements, or attribution; 7.1 percent said they were not collaborating with anybody to such an end but that they used to in the past.