The State of Data 2018

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In 2018, U.S. companies are accelerating their spending on third-party, audience data for advertising and marketing efforts. American companies are expected to spend nearly $19.2 billion on the acquisition of audience data and on solutions to manage, process, and analyze this data—a figure that represents a 17.5 percent increase from the prior year. This expected increase has occurred in part by the rise in programmatic advertising and in spite of increased scrutiny on the use of consumer data (provoked in large part by new and pending data use regulations) as well as concerns regarding the quality of commercial data sets.

This research was compiled by Winterberry Group and is based on an intensive primary research effort, as well as analysis of financial information published by a range of the nation’s leading commercial data providers.

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