B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
77%
77% -- first party data adoption rate for US marketing and advertising professionals (2023-11)
77.0% of US marketing and advertising professionals have begun to use first-party data as a solution to cookie loss.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
77%
Unit
Percentage
Data Vintage
2023-11
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Basis Technologies
Primary
Tier C
https://www.krogerprecisionmarketing.com/knowledge-hub/news/emarketer-kroger-yahoo-partnership-enabl… ↗
Source Article
EMarketer: Kroger, Yahoo partnership enables marketers to reduce reliance on third-party cookies - Kroger Precision Marketing
Kroger Precision Marketing, Kroger’s retail media network, has partnered with Yahoo Advertising to enable advertisers using Yahoo’s DSP to leverage Kroger’s first-party data to reach a more targeted audience.
Why it matters: Even though Google has delayed cookie deprecation once again, marketers nee…
Original Research
Basis Technologies
· Original study ↗
Methodology
November 2023 survey by Basis Technologies, cited via eMarketer and republished by Kroger Precision Marketing; measures marketers who have begun using first-party data as a solution to cookie loss.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US marketing and advertising professionals: 77% first party data adoption rate. Source: Basis Technologies (2023-11). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-marketers-first-party-data-adoption-2023
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<blockquote cite="https://lighthousedata.io/data/us-marketers-first-party-data-adoption-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>77%</strong> -- first party data adoption rate for US marketing and advertising professionals<br><small>Source: Basis Technologies (2023-11) · <a href="https://lighthousedata.io/data/us-marketers-first-party-data-adoption-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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