B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

60%

60% -- tracking risk perception rate for advertisers (2023)

Name: Tracking Risk Perception Rate Statistics
Creator: Lighthouse Intelligence
Published: 2026-07-17

2023 · n=1,000 · Ogury

60% of surveyed advertisers believe that user tracking poses a risk of damaging brand trust.

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Attribution: Ogury View source

Lighthouse Research Team

Last verified: 2026-07-17 · How we verify data →

Source verified Evidence graded

Value

60%

Unit

Percentage

Data Vintage

2023

Entity

advertisers

Sample Size

1,000

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

69/100 confidence

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (2)

Ogury Primary Tier A

https://www.exchangewire.jp/2023/05/11/news-ogury-idc-survey/ ↗

Confidence: 65/100 Vintage: 2023 Channel: Cc Extraction

Source Article

Oguryがクッキー・IDレスに関する認知度及び意識調査の結果を公開 - Exchangewire Japan

Oguryがクッキー・IDレスに関する認知度及び意識調査の結果を公開クッキーレス・IDレスに対応したペルソナ・ターゲティング広告をグローバルに展開するOguryは、IT市場調査会社のIDC（International Data Corporation)に委託し、1,000名の主要な広告主と広告会社の役職者を対象とした「クッキーレス社会におけるデジタル広告の未来」に関する調査を実施した。（Sponsored by Ogury）その結果、回答した役職者の大部分（60％）は、ユーザーを追跡する機能がまもなく時代遅れになると考えているが、そのうち40％は広告IDやクッキーによらないターゲティング…

Also cited by

nature.com https://www.nature.com/

2026-08-18

Original Research

Ogury · Original study ↗

Methodology

Survey conducted by IDC on 1,000 advertising executives and agency personnel.

Methodology documented

Segmentation

Channelcommon_crawl

Cite this stat

Plain Text

advertisers: 60% tracking risk perception rate. Source: Ogury (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/advertisers_tracking_risk_perception_rate-2023

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<blockquote cite="https://lighthousedata.io/data/advertisers_tracking_risk_perception_rate-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- tracking risk perception rate for advertisers<br><small>Source: Ogury (2023) · <a href="https://lighthousedata.io/data/advertisers_tracking_risk_perception_rate-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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