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The State of Data 2020: Data Spending Growth and Coronavirus Crisis Impact

The State of Data 2020: Data Spending Growth and Coronavirus Crisis Impact 1

Third-party audience data spending grew 6.1% in 2019, but coronavirus crisis drove cuts of up to 20%. The State of Data is a recurring research initiative designed to help U.S. advertising, marketing, and media practitioners better understand how their peers are investing in and using audience data as a fundamental pillar of their customer acquisition and engagement efforts. The IAB State of Data 2020 is a recurring research initiative, conducted and published by Winterberry Group in partnership with the IAB Programmatic+Data Center of Excellence. Key insights include:

  • 2019 U.S. Third-Party Data Spending Up 6.1%: U.S. marketers and other users invested $11.9 billion in third-party audience data in 2019, up 6.1 . . .

     

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