Christopher Ross
Research expert
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.
Another trend is the continuing shift toward first-party data strategies. The earlier announcement regarding the deprecation of third-party data left advertisers searching for ad tech replacements, such as customer data platforms (CDPs) or contextual targeting. CDPs are considered effective in improving overall marketing effectiveness, reducing time spent preparing reports and managing customer data, as well as improving operational inefficiencies. As of 2024, the U.S. remains the largest market worldwide in terms of the number of CDP solutions vendors.
Marketers are leveraging AI and ad tech solutions to deliver more personalized and targeted experiences, while simultaneously grappling with the challenges of maintaining consumer trust and complying with data privacy laws. As the landscape continues to evolve, brands must navigate these complexities to ensure they are using data responsibly and effectively to connect with their audiences.
Artificial intelligence and ad tech solutions
According to marketing agency executives in North America, AI-powered personalization is one of the biggest trends in the industry in 2025. Marketers are increasingly using AI-powered tools to analyze vast amounts of consumer data, from purchasing behavior to social media interactions, to develop highly targeted ad campaigns. These technologies enable real-time personalization, ensuring that brands deliver the right message to the right consumer at the right time.Another trend is the continuing shift toward first-party data strategies. The earlier announcement regarding the deprecation of third-party data left advertisers searching for ad tech replacements, such as customer data platforms (CDPs) or contextual targeting. CDPs are considered effective in improving overall marketing effectiveness, reducing time spent preparing reports and managing customer data, as well as improving operational inefficiencies. As of 2024, the U.S. remains the largest market worldwide in terms of the number of CDP solutions vendors.
Data privacy concerns
While advertisers and marketers are becoming more efficient and effective in their campaigns, there are mounting concerns about the use of AI and personal data. For example, only 16 percent of U.S. consumers were willing to share personal information with AI for the sake of shopping convenience. Consumers are increasingly aware of how their data is being used; however, according to a study conducted in October 2024, 73 percent of adults felt that they don’t have enough control over how companies use their data. Still, transparency and more ethical data practices are expected to become key differentiators for brands, as consumers increasingly favor companies that prioritize privacy.Marketers are leveraging AI and ad tech solutions to deliver more personalized and targeted experiences, while simultaneously grappling with the challenges of maintaining consumer trust and complying with data privacy laws. As the landscape continues to evolve, brands must navigate these complexities to ensure they are using data responsibly and effectively to connect with their audiences.
