Data sharing solutions used in marketing 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, 61.9 percent of respondents stated they used a clean room or other secured, shared environment as a data sharing solution in support of their advertising and marketing efforts. Such environments are typically used for the analysis of two or more first-, second-, or third-party data sets.

Data sharing solutions used in support of advertising and marketing efforts in the United States as of November 2020

Characteristic	Share of respondents
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Release date

August 2020

More information

Region

United States

Survey time period

November 2020

Number of respondents

75*

Special properties

among senior industry experts from companies involved in the use of data and data collaboration, ranging from technology providers, data companies and co-operatives, media owners, end user clients and brand marketers

Supplementary notes

* The survey was carried out among 75 senior industry experts from companies involved in the use of data and data collaboration, ranging from technology providers, data companies and co-operatives, media owners, end user clients and brand marketers from the United States and the United Kingdom. No separate number for the United States was provided.
Original question: "Which of the following collaboration solutions has your organization utilized or participated in to support advertising and marketing efforts?"
The source defines first-party data as "data that an entity (brand or media owner) has collected with permission from the consumer. The permissions determine the rights of the entity for the use of the data."

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