among publishers (some may also provide ad tech services), advertisers, brands, agencies, ad tech providers, and companies that serve other roles (e.g. law firms, consultants)
Supplementary notes
Multiple answers were permitted.
The source does not provide information on the type of survey used or the exact date of survey.
Citation formats
Technologies used to de-identify consumer data in the U.S. 2025
During a 2025 survey carried out among organizations that collected consumer data in the United States, ** percent stated that they did not use and were not planning to use any data de-identifying technologies. Among those, who did or were planning to do so, differential privacy was the most commonly named technology. Data de-identification can be defined as stripping a dataset of information that can be used to determine the someone's identity.
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IAB (U.S.). (March 16, 2025). Technologies used to de-identify consumer data in the United States as of March 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 15, 2026, from /statistics/1613344/technologies-de-identify-consumer-data-usa/
IAB (U.S.). "Technologies used to de-identify consumer data in the United States as of March 2025." Chart. March 16, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 15, 2026. /statistics/1613344/technologies-de-identify-consumer-data-usa/
IAB (U.S.). (2025). Technologies used to de-identify consumer data in the United States as of March 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 15, 2026. /statistics/1613344/technologies-de-identify-consumer-data-usa/
IAB (U.S.). "Technologies Used to De-identify Consumer Data in The United States as of March 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 16 Mar 2025, /statistics/1613344/technologies-de-identify-consumer-data-usa/
IAB (U.S.), Technologies used to de-identify consumer data in the United States as of March 2025 ÌÇÐÄÆƽâ°æ, /statistics/1613344/technologies-de-identify-consumer-data-usa/ (last visited July 15, 2026)
Technologies used to de-identify consumer data in the United States as of March 2025 [Graph], IAB (U.S.), March 16, 2025. [Online]. Available: /statistics/1613344/technologies-de-identify-consumer-data-usa/
