During a November 2023 survey carried out among advertising decision-markers at brands, agencies and publishers who oversaw programmatic in the United States, it was found that contextual data accounted for ** percent of ad targeting budgets, on average. First-party data was nearly equally popular, with ** percent of the budgets.
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MarketingCharts. (January 31, 2024). Distribution of advertising targeting budgets in the United States as of November 2023, by data type [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 19, 2026, from /statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts. "Distribution of advertising targeting budgets in the United States as of November 2023, by data type." Chart. January 31, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 19, 2026. /statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts. (2024). Distribution of advertising targeting budgets in the United States as of November 2023, by data type. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 19, 2026. /statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts. "Distribution of Advertising Targeting Budgets in The United States as of November 2023, by Data Type." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 31 Jan 2024, /statistics/1465198/ad-targeting-budget-data-type-usa/
MarketingCharts, Distribution of advertising targeting budgets in the United States as of November 2023, by data type ÌÇÐÄÆƽâ°æ, /statistics/1465198/ad-targeting-budget-data-type-usa/ (last visited July 19, 2026)
Distribution of advertising targeting budgets in the United States as of November 2023, by data type [Graph], MarketingCharts, January 31, 2024. [Online]. Available: /statistics/1465198/ad-targeting-budget-data-type-usa/
