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

55.1%

55.1% -- marketers rating first party data more important for marketers worldwide (2025-08)

Name: Marketers Rating First Party Data More Important Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-03

2025-08 · EMARKETER

55.1% of marketers worldwide reported that first-party data is much more important today than two years ago in August 2025.

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Attribution: EMARKETER View source

Lighthouse Research Team

Last verified: 2026-10-03 · How we verify data →

Source verified Evidence graded

Value

55.1%

Unit

Percentage

Data Vintage

2025-08

Entity

marketers worldwide

Geography

EMEA

Evidence Quality

Strong, reliable evidence

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

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

EMARKETER Primary Tier B

https://nathanoconnor.co.uk/first-party-data-stop-renting-customer-insights-and-start-owning-them ↗

Confidence: 28/100 Vintage: 2025-08 Channel: Deep Crawl

Source Article

First-Party Data: Stop renting customer insights and start owning them

The Short Answer: Real data ownership requires three architecturally separate consent systems: Enhanced Conversions for measurement, Customer Match for audiences, and email with its own opt-in. From 29 April 2026, that scope includes affiliate tracking pixels too. Server-side tracking improves signa…

Original Research

EMARKETER · Original study ↗

Methodology

EMARKETER August 2025 data

Methodology documented

Segmentation

Industrymarketing RegionEMEA RoleAll marketers

Cite this stat

Plain Text

marketers worldwide: 55.1% marketers rating first party data more important. Source: EMARKETER (2025-08). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-first-party-data-importance-2025

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<blockquote cite="https://lighthousedata.io/data/marketers-first-party-data-importance-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>55.1%</strong> -- marketers rating first party data more important for marketers worldwide<br><small>Source: EMARKETER (2025-08) · <a href="https://lighthousedata.io/data/marketers-first-party-data-importance-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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