Topic: Data usage in marketing and advertising

Data usage in marketing and advertising in the U.S. - statistics & facts

Between the deliberations on third-party cookie replacements and the rise of artificial intelligence (AI), the landscape of digital marketing in the United States is rapidly evolving. By the summer of 2024, Google dropped its 2020 plans to end third-party cookies. Nonetheless, as alternative solutions remain in demand and privacy regulations tighten, advertisers and marketers are pushing forward with AI-driven solutions to leverage data in innovative ways. Moreover, marketers worldwide are following leading consumer trends, keeping a close eye on generative AI and consumer privacy. As the technology continues to evolve, its role in transforming how data is collected, analyzed, and used in advertising and marketing will help shape the future of data usage.

Spending on marketing data in the U.S.
****bn USD

Main area of personal data concerns
Social media

Main ad strategy for audiences in regions with privacy laws in the U.S.
First-party data

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Current statistics on this topic

Online Advertising

Reliance on cookies in advertising in the U.S. 2021

Digital Privacy

Levels of concern over personal data collection and use in the U.S. 2021

Online Advertising

Identity solutions spending in the U.S. 2018-2022

Overview

U.S. marketing data spend 2024-2025
U.S. marketing data spend 2024-2025
Spending on marketing data in the United States in 2024 and 2025, by type (in billion U.S. dollars)
Most important trends according to marketing agencies in the U.S. & Canada 2025
Most important trends according to marketing agencies in the U.S. & Canada 2025
Most important industry trends in 2025 according to marketing agencies in the United States and Canada as of December 2024
Leading consumer trends according to marketers worldwide 2026
Leading consumer trends according to marketers worldwide 2026
Leading consumer trends according to marketers worldwide in 2026
Impact of data privacy laws on digital advertising in the U.S. 2024
Impact of data privacy laws on digital advertising in the U.S. 2024
Impact of data privacy laws on digital advertising in the United States as of July 2024
Leading challenges for executing a data-driven marketing strategy worldwide 2024
Leading challenges for executing a data-driven marketing strategy worldwide 2024
Leading challenges for executing a data-driven strategy according to marketing decision-makers worldwide as of June 2024
Success rate of data-driven strategies according to marketers worldwide 2024
Success rate of data-driven strategies according to marketers worldwide 2024
Success rate of data-driven strategies according to marketing professionals worldwide as of June 2024
Ad strategies for reaching audiences in regions with privacy laws in the U.S. 2024
Ad strategies for reaching audiences in regions with privacy laws in the U.S. 2024
Primary digital advertising strategy for reaching audiences in regions with data privacy laws in place in the United States as of July 2024
Foreseeing personalization strategies in the U.S. and UK 2023
Foreseeing personalization strategies in the U.S. and UK 2023
Predictive personalization strategies in the U.S. and UK in 2023

Artificial intelligence (AI)

AI in marketing revenue worldwide 2020-2028
AI in marketing revenue worldwide 2020-2028
Market value of artificial intelligence (AI) in marketing worldwide from 2020 to 2028 (in billion U.S. dollars)
Market size of AI technologies worldwide 2020-2032, by segment
Market size of AI technologies worldwide 2020-2032, by segment
Market size in the Artificial Intelligence market for different segments Worldwide from 2020 to 2032 (in billion U.S. dollars)
Leading generative AI apps worldwide 2026, by downloads
Leading generative AI apps worldwide 2026, by downloads
Most downloaded generative AI mobile apps worldwide in June 2026 (in millions)
Top GenAI benefits for social media marketing according to marketers worldwide 2024
Top GenAI benefits for social media marketing according to marketers worldwide 2024
Leading benefits of using generative artificial intelligence (GenAI) for social media marketing according to marketers worldwide as of May 2024
Users consent to AI's access to private data to improve e-shopping in the U.S. 2024
Users consent to AI's access to private data to improve e-shopping in the U.S. 2024
Willingness to allow artificial intelligence (AI) to access personal details to provide a more convenient shopping experience in the United States as of February 2024
Leading ways consumers approved of a brand using AI in the U.S. 2023
Leading ways consumers approved of a brand using AI in the U.S. 2023
Leading ways consumers approved of a brand using artificial intelligence (AI) in the United States as of August 2023
Consumers' comfort around brands using AI worldwide 2023-2024
Consumers' comfort around brands using AI worldwide 2023-2024
Consumers' comfort around brands using artificial intelligence (AI) worldwide in 2023 and 2024

Cookie replacement solutions

Share of businesses ready for cookie deprecation worldwide 2024
Share of businesses ready for cookie deprecation worldwide 2024
Share of businesses that adopted at least one third-party cookie replacement solution worldwide as of August 2024
Issues cookie replacement solutions are supposed to solve worldwide 2024
Issues cookie replacement solutions are supposed to solve worldwide 2024
Issues that advertising professionals wanted to solve with third-party cookie replacement solutions worldwide as of August 2024
Predicted budget changes for identity management solutions worldwide 2024
Predicted budget changes for identity management solutions worldwide 2024
Budget changes expected for identity management solutions in the next 12 months worldwide in 2024
Privacy criteria used for selecting identity solutions worldwide 2024
Privacy criteria used for selecting identity solutions worldwide 2024
Characteristics most important for advertising professionals when evaluating identity solutions from a privacy standpoint worldwide as of August 2024
Change in contextual data use among U.S. marketers 2023
Change in contextual data use among U.S. marketers 2023
Change in contextual data use among marketers in the United States in 2023
Data clean room strategy drivers in North America 2023
Data clean room strategy drivers in North America 2023
Data clean room strategy drivers among marketers in North America as of January 2023

Customer data platforms (CDPs)

CDP industry revenue worldwide 2020-2025
CDP industry revenue worldwide 2020-2025
Customer data platform industry revenue worldwide from 2020 to 2025 (in billion U.S. dollars)
Number of CDP companies worldwide 2025, by market
Number of CDP companies worldwide 2025, by market
Number of customer data platform vendors worldwide in June 2025, by market
Number of CDP companies in the U.S. 2022-2025
Number of CDP companies in the U.S. 2022-2025
Number of customer data platform vendors in the United States from June 2022 to June 2025
Benefits of CDPs in the U.S. 2023
Benefits of CDPs in the U.S. 2023
Benefits of customer data platforms according to marketing technology decision makers in the United States as of January 2023
Technologies marketing professionals were planning to adopt or retire worldwide 2023
Technologies marketing professionals were planning to adopt or retire worldwide 2023
Technologies marketing professionals were planning to adopt or retire worldwide in 2023

Data protection & breaches

State privacy laws in the U.S. 2025, by consumer rights covered
State privacy laws in the U.S. 2025, by consumer rights covered
State laws on data privacy in the United States as of February 2025, by consumer rights covered
U.S. selected federal laws for data privacy 2025, by enactment date
U.S. selected federal laws for data privacy 2025, by enactment date
Selected federal laws for data privacy protection in the United States as of January 2025, by enactment date
Biggest data breaches in the U.S. 2025, by impact
Biggest data breaches in the U.S. 2025, by impact
Most significant data breaches in the United States as of December 2025, by impact
Types of small companies data compromised in the U.S. 2024
Types of small companies data compromised in the U.S. 2024
Most commonly compromised type of data in small companies in the United States as of August 2024
Share of top U.S. websites ignoring user privacy preferences 2024
Share of top U.S. websites ignoring user privacy preferences 2024
Share of leading websites in the United States ignoring users' data privacy preferences as of September 2024
Data points leaked in the U.S. 2004-2025, by type
Data points leaked in the U.S. 2004-2025, by type
Number of data points leaked in data breaches in the United States from 2004 to April 2025, by type of data (in millions)
Number of cyberattacks leading to data exposure in the U.S. 2025, by type
Number of cyberattacks leading to data exposure in the U.S. 2025, by type
Number of cyberattacks resulting in data compromises in the United States in 2025, by type
Number of data compromises and individuals impacted in the U.S. quarterly 2023-2025
Number of data compromises and individuals impacted in the U.S. quarterly 2023-2025
Number of data violation incidents and individuals impacted in the United States from 1st quarter 2023 to 1st quarter 2025
Data privacy and security law enforcement cases in the U.S. 2023-2024 YTD
Data privacy and security law enforcement cases in the U.S. 2023-2024 YTD
Law enforcement cases against companies violating data privacy regulations in the United States in 2023 and 2024 YTD
Average cost per data breach in the United States 2006-2025
Average cost per data breach in the United States 2006-2025
Average cost of a data breach in the United States from 2006 to 2025 (in million U.S. dollars)

Consumer perception

U.S. adults on misuse of their personal data 2024, by party
U.S. adults on misuse of their personal data 2024, by party
Share of adults in the United States concerned about the use of their personal data as of October 2024, by usage party
U.S. consumers attitudes on online privacy 2024
U.S. consumers attitudes on online privacy 2024
Attitudes about personal data tracking among consumers in the United States as of October 2024
U.S. adults on companies' constantly tracking and collecting their personal data 2024
U.S. adults on companies' constantly tracking and collecting their personal data 2024
Consumers in the United States assuming companies are constantly tracking and collecting their data as of October 2024
U.S. adults trust in companies that faced data breaching 2024, by age
U.S. adults trust in companies that faced data breaching 2024, by age
Share of adults in the United States who would trust with their personal information a company previously affected by data breaches as of May 2024, by age
U.S. adults attitude towards companies with data breach 2024
U.S. adults attitude towards companies with data breach 2024
Share of adults in the United States trusting companies who experienced data breach as of May 2024
U.S. likelihood to buy premium products with stronger data protection in 2024, by age
U.S. likelihood to buy premium products with stronger data protection in 2024, by age
Share of adults in the United States who are willing to pay for premium products and services with stronger data protection features as of May 2024, by age
Privacy concerns of consumers about AI in selected countries 2024
Privacy concerns of consumers about AI in selected countries 2024
Share of consumers concerned about data and privacy risks posed by AI in selected countries in 2024
Negative brand perception due to AI-driven personalization in the U.S. 2024
Negative brand perception due to AI-driven personalization in the U.S. 2024
Share of consumers perceiving brands negatively when using personal data via AI for personalization in the United States in 2024, by age group
Impact of zero-party data usage on consumer trust in the U.S. 2023
Impact of zero-party data usage on consumer trust in the U.S. 2023
Impact of zero-party data usage on consumer trust in the United States as of December 2023

Spending on marketing data in the U.S.
****bn USD

Main area of personal data concerns
Social media

Main ad strategy for audiences in regions with privacy laws in the U.S.
First-party data

Key figures

The most important key figures provide you with a compact summary of the topic of "Data usage in marketing and advertising" and take you straight to the corresponding statistics.

- Share of businesses with more than one third-party cookie solution
- **%
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Detailed statistics
Share of businesses ready for cookie deprecation worldwide 2024
- Number of customer data platform vendors in the U.S.
- **
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Detailed statistics
Number of CDP companies worldwide 2025, by market
- Top privacy criteria used for selecting identity solutions
- Transparency in data usage
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Detailed statistics
Privacy criteria used for selecting identity solutions worldwide 2024

- Share of consumers assuming companies are tracking personal data in the U.S.
- **%
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Detailed statistics
U.S. adults on companies' constantly tracking and collecting their personal data 2024
- Main privacy concern of consumers about AI
- Retailer transparency
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Detailed statistics
Privacy concerns of consumers about AI in selected countries 2024
- Share of consumers who somewhat trust biometric data is safeguarded in the U.S.
- **%
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Detailed statistics
Public trust that biometric data is safeguarded by tech firms in the U.S. 2022-2024

Further reports

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Marketing personalization in the United States

Programmatic advertising in the United States

Cutting cookies from digital advertising

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Data usage in marketing and advertising in the U.S. - statistics & facts

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