In a potentially third-party-cookieless future and with greater privacy considerations, there are two equally common schools of thought:
Almost half the market is already using or investigating second-party data sharing.
Currently, 80% of the market uses third-party data with audience targeting being the most common use case.
We partnered with B&T to conduct a survey asking the marketing industry how data is being used today and how they see it being used in the future.
In this six-page report we cover:
How audience targeting will evolve without the benefit of third party cookie tracking
The extent to which first, second and third-party data will be used going forward
An understanding of how third party data is currently performing, its challenges and where it will offer value in the future
A look at the internal data and analytics capability of companies and where they need to improve